Older customers are good for pubs with higher food spend and more frequent visits

Older people generally have more free time, greater disposable income and are long-term pub users. In comparison, younger people may have more demands on their time, tighter budgets and a wider range of leisure activities.

A him! survey revealed that the 55-64 age group spend more on dinner than any other at £16.70 a head, closely followed by 65+ at £16.44 and 45-54 at £15.42.

“Older demographics typically have larger amounts of disposable income to spend on eating out as they no longer have the financial burdens of families to support, are typically mortgage free and have significant amounts of free time,” said Paul Backman, director of services at Horizons.

“Retired populations may be willing to visit foodservice establishments outside peak hours, providing opportunities for operators to increase their non-core hour revenues.”

The Swan in Tarporley, Cheshire, appeals to the mature market with older consumers accounting for 70% to 80% of lunch custom. “They don’t spend more, but do visit more frequently,” said co-owner Edward Barlow of Kalton & Barlow. “We can see the same people three or four times a week. They want companionship, are more service focused and don’t have big appetites.”

The Swan’s menu includes smaller portions of selected main dishes to suit the older generation of diner.

Destination pub the British Larder, Woodbridge, Suffolk, also attracts an older demographic with the average age of diners between 45 and 55. “I think they have a bit more money, but are cautious,” said chef patron Madalene Bonvini-Hamel.

“They will pay good money, but it has got to be innovative and creative without scaring them. They are quite demanding people and will spend the money, but their experience has to exceed expectation.”