Data from Lumina Intelligence’s Menu Tracker Tool, which holds food and drink menu data from the top branded chains by outlets, revealed in Q2 2025 pub and bar food menus have risen by four items on average, compared to the same quarter in 2024, with the greatest increases coming from mains.
It said that as consumers become more selective about social outings, operators are expanding main meal options to encourage food-led visits rather than purely drink-led occasions.
High ticket mains
Operators are focusing on encouraging consumers to purchase high ticket mains options alongside drinks to increase average spend but retain perceived value, Lumina said.
Fish starters and chicken main dishes have both increased share on pub and bar menus, the data found. Although pub classics like pizzas and burgers also grew, operators increased healthier menu options to make pubs and bars more attractive food destinations.
However, pubs and bars have shrunk their drink menus over the last quarter driven by a continued need to streamline to minimise costs. The average number of drink menu items in pubs and bars has fallen from 53 to 45.
The result has meant an overall fall in drink and food menu items of 2.7%.
Innovating
The report also found that pubs are innovating with schemes to improve efficiency and customer loyalty, outside of menu choices.
It said that by using smart systems and dynamic pricing, operators are enticing in consumers with value and experience.
Meanwhile across all out of home including restaurants QSR, pubs and bars and coffee and sandwiches operators have raised menu prices by between 3% and 13.9% in Q2, averaging above ONS food and beverage inflation for the quarter.
Price increases remained relatively similar reflecting the common sentiment across operators that margins remain slim.
