The report, GO Technology: Why 6.12pm is the new 8pm, from technology provider Zonal in partnership with CGA by NIQ, showed that just 2% of bookings in the UK are now for after 9pm.
The survey, of 5,000 British adults, showed that while in 2024 46% of all bookings were for times between 12pm and 6pm, in the first quarter of 2025, this rose to 48%.
When asked what was driving consumers to go out earlier, 37% said it was due to convenience, overlapping with other motivations such as ease of booking (22%), shorter waiting times (16%) and better public transport options (18%).
Safety and lifestyle
Just under a third (29%) said they preferred to go out earlier because they considered it safer, while (26%) said that their lifestyle had changed. A quarter (25%) of those who are going out earlier said it is because their friends and family want to and a similar percentage (24%) said they preferred a relaxed and casual occasion over a high tempo one.
Interestingly, the drive towards earlier visits was being driven by younger consumers, with 22% of 18-to 34-year-olds now going out earlier than they were a year ago (up by 3%).
There was also a shift for older demographics, with 11% of 35-to 54-year-olds also choosing to go out earlier compared to 2024 (+5%), representing the biggest change across all age groups.
Behavioural trends
The survey also showed that technology has a more important role with over a quarter of consumers saying the ability to book in advance (29%) and pay quickly (28%) via tech could enhance their visit. While 27% of consumers also said the ability to see how busy avenue is would be a benefit to avoid long queues or waiting times.
Zonal chief commercial officer Tim Chapman said: “This emerging behavioural trend is having a significant impact on our industry. To meet these changes, operators need to understand the underlying motivators and in doing so they will be better equipped to make the operational changes, experiences and offers needed to give consumers what they want and to make the most of the opportunity.”
CGA by NIQ business unit director of hospitality operators and food EMEA Karl Chessell added: “The movement towards earlier meals and drinks is reshaping the landscape of hospitality. As our GO Technology research shows, traditional daypart boundaries have blurred, and consumers are no longer rooting their occasions in set times of day.”
“This is creating new headaches for some operators, but for those who can flex the offer there are sizeable opportunities too. There’s certain to be more change in timings, and tracking the very latest needs of consumers from morning to night will be crucial.”
