Gen Z spending the most in the on trade

By Rebecca Weller

- Last updated on GMT

Gen Z driving sector's recovery: 16-24-year-olds spend almost £70 a week in the on trade (Credit: Getty/Henrik Sorensen)
Gen Z driving sector's recovery: 16-24-year-olds spend almost £70 a week in the on trade (Credit: Getty/Henrik Sorensen)

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Those aged 16-24, commonly referred to as Gen Z, have been driving the recovery of the hospitality sector, new research from guest experience platform SevenRooms has revealed.

The research, conducted by Censuswide on behalf of SevenRooms, found of the 2,008 people aged 16 and over surveyed, younger customers were spending an average of £68.02 a week in restaurants, pubs, and bars, while those aged between 35 and 44 spent an average of £45.75, decreasing to £21.52 for participants aged 55 and over.

Furthermore, the research showed one in nine (71%) of 16–24-year-olds had even sacrificed holidays in favour of visits to the on trade.

SevenRooms managing director Danilo Mangano said: “Our data shows visits to restaurants and bars are still a priority for UK consumers.


“In times when we’re having to think carefully about where our money goes, it’s interesting to see many are looking to swap shopping excursions for drinks with friends or holidays for a night out at their favourite restaurant.

“Given these sacrifices, restaurants must ensure they’re providing a dining experience that’s going to wow diners.”

An additional poll of 2,000 UK adults, conducted by SevenRooms, also found one in eight (13%) had cut back on takeaway, favouring out-of-home eating experiences.

On average, the weekly spend in the on premise across the UK was found to be £40.38, increasing to £66.91 in London, with venues providing entertainment having the most potential to boost spend further, according to the research.

A fifth (20%) of consumers stated their favourite immersive eating and drinking experience included a musician or singer, while 19% voted for a unique location such as dining on a boat, in the sky or underground.

Exceptional and meaningful experiences

Themed food, drinks and interiors also proved popular, gaining 17%, 16% and 14% of the votes respectively.

Mangano added: “Our research found almost 1 in 7 (13%) Brits would rather stay at home unless a restaurant experience is going to be outstanding.

“As the summer heats up, success for hospitality venues will rely on operators’ abilities to deliver exceptional and meaningful experiences to guests, through ‘eatertainment’ focused trends and concepts and the right technology in place to facilitate them.

“Restaurants and bars willing to go the extra mile are sure to capitalise on guests’ appetites for special and memorable experiences.”


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