The 2025 dataset shows hospitality remains central to British social life. 69% of consumers say pubs, bars and restaurants play an important role in their communities, while 67% view drinking and dining out as just as important to their social life as a year ago.
72% regard hospitality as a good local employer, particularly for young people.
Convenience and experience
Convenience driven behaviour continues to shift visit patterns. Table ordering is now preferred by 34% of consumers, while 27% pre book pub visits.
Earlier reservations have become more common, with an average preferred start time of 6.12pm, with lifestyle changes, a desire for a more relaxed evening and safety considerations cited as key drivers.
Demand for “elevated experiences” is set to shape trading in 2026. 74% of consumers say they would visit a venue for activity led or premium experiences beyond standard hospitality. Tasting menus, in venue games and bottomless brunches ranked highest as reasons to visit in the year ahead.
Inflation
While sales and site numbers broadly held steady through 2025, the research notes that sustained cost inflation across labour, food, drink, tax and utilities has left operators exposed.
74% of consumers believe the industry needs greater Government support on rates, taxation and labour costs to succeed in 2026.
Tim Chapman, chief commercial officer at Zonal, said operators will need to balance memorable guest experiences with improved efficiency. “Momentum will be driven by businesses which can deliver memorable guest experiences and those that double down on operational efficiency to manage costs. Hospitality venues that invest in tech and offer an authentic level of service will be the ones able to thrive in such a competitive market.”
Karl Chessell, NIQ director for hospitality operators and food EMEA, said the trading environment is set to remain challenging. “Relentlessly high costs and weak consumer confidence have combined to make trading very difficult, and conditions are unlikely to get better anytime soon.
“In this volatile economic environment, it will be the businesses that adapt fastest and make the best use of technology to give people what they want who will flourish in 2026.”
