The new pricing survey, conducted by DesignMyNight, revealed a sharp shift in consumer attitudes toward dining and drinking out, with value, not extravagance, driving decision making.
It found about two thirds (66.8%) of 400 people surveyed agreed that £5 to £6 was the “sweet spot” for the price of a pint of lager.
The news follows The Morning Advertiser’s own data in June 2025 which revealed the average price of pint of lager in Great Britain was now £5.15 – 32p higher than Government figures.
The DesignMyNight research found that Guinness was priced slightly higher on average (£5.49) than lager, suggesting the stout is positioned as a premium or specialty option.
The average price for a cocktail was £9.83, positioning cocktails as a premium experience.
Pricing
However, no one who took part in the DesignMyNight survey would be willing to pay more than £14 for a cocktail, suggesting even luxury drinks have a price ceiling.
The survey also found that 41.7% of respondents said £1 was the maximum they would pay for a bag of crisps in the pub while Generation Z were the most likely to pay between £7 to £8 for a pint of Guinness (22.5%) compared to Millennials (12%).
More than half (56.6%) of Millennials were willing to pay between £15 to £20 for a good quality roast dinner, whereas only 42.4% of Generation Z would be willing to stretch to the budget.
Millennials were leading the charge on bottomless brunch, with 33.2% happy to pay £30 to £35.
The research also found that 42.3% of people are happy to pay between £70 to £100 for a Michelin-starred meal.
Cost of living
However, 0% were willing to fork out more than £150, suggesting that despite being a premium dining experience, the high price point is still a deterrent.
DesignMyNight said the cost of living is continuing to impact consumer behaviour which it is seeing through a rise in searches for happy hours, restaurant offers, and budget-friendly experiences.
“People still want to go out,” says Katie Houghton, head of brand at DesignMyNight, “but they’re more selective. It’s about quality, value, and making the most of every pound.”
