The report shows pub menus grew 7.4% year-on-year, with the total number of dishes rising from 95 to 102. The growth was led by mains, which increased by six items (+11.5%), signalling operators’ continued focus on food-led occasions and all-day trading opportunities.
The data marks a shift from June this year, when pubs were reported to be reducing menus to boost efficiency amid rising costs and supply chain pressures, according to Lumina’s June Menu Tracker.
The latest findings suggest operators have since regained confidence, expanding ranges again to meet consumer demand for choice and value.
Mains now account for more than half of all pub food items, supported by strong performance from chicken-based dishes and pizzas, which are the fastest-growing menu categories. Burger, chicken and pizza dishes now make up more than 45% of all pub mains.
According to Lumina, these core items reflect “strong consumer demand for familiar, versatile comfort foods,” with menus now balancing “tradition with innovation, expanding choice and flexibility to attract a wider audience and enhance spend per visit.”
Menu pricing up
Average prices on pub menus rose across all major courses, led by starters (+5.7%, +£0.39) and mains (+4.5%, +£0.48), as operators balanced affordability with cost recovery. Desserts and sides also saw moderate price growth of +3.3% and +4.6% respectively.
Overall, menu inflation in the pubs and bars channel is 1.1 percentage points higher than retail food and drink inflation, as operators absorb wider cost pressures including energy, wages and labour shortages while maintaining consumer trust.
Lumina noted that “main courses continue to lead price increases, reflecting a strategic focus on core dishes where consumers are most accepting of price growth.”
The average price of a pub menu item is now £9.14, compared with £8.67 last year, while the typical main course costs £11.11.
Innovation and fusion
Operators are using menu innovation and global flavours to refresh traditional dishes and boost appeal.
Pubs such as The Tamil Prince and The Rice Paddy at The White Horse are introducing international twists on British staples, including Indian-spiced or Thai-style Sunday roasts, offering diners “comfort with creativity” while keeping the Sunday meal occasion relevant.
Lumina said: “UK pubs are putting a global twist on the Sunday roast, blending tradition with international flavours to stand out and attract adventurous diners with a blend of comfort and versatility.”
The research also identifies a shift toward experience-led engagement rather than discounting, as pub brands look to build stronger emotional connections with guests.
Loyalty
Greene King’s recently launched multi-brand rewards app was mentioned as a key example of how operators are evolving engagement strategies. The initiative offers free food and drink through digital incentives rather than price cuts, rewarding repeat visits and improving brand loyalty across the group’s estate.
“Rewarding regular visits and creating emotional connections has become as important as price in driving footfall and spend,” Lumina noted.
“Loyalty apps drive repeat visits and leverage familiar favourites to reinforce consumer comfort and encourage regular engagement,” the report continued.
The EDOP concludes that pubs are increasingly aligning with casual dining competitors through menu diversification and brand-led innovation, while maintaining their community roots.
Although menu sizes have grown, the total number of drink options has fallen slightly (from 48 to 45), suggesting tighter curation and an emphasis on high-performing categories such as premium lager and cocktails.
Operators are also optimising menus for operational efficiency, maintaining compact but profitable ranges that can adapt to shifting consumer needs.
“Consumers now expect familiarity and creativity in equal measure,” Lumina finished. “Pubs that blend comfort-led classics with flexible, globally inspired options are best positioned to capture spend in 2026.”
