While some businesses saw growth, others said trade remained hard won, with busy venues not always translating into stronger profitability.
Head chef and general manager of the George at Burpham in West Sussex, Martin Bull, said trade was “very good now” after a slow first quarter.
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“We had a very slow first quarter but as soon as the clocks changed and the weather improved, we’ve seen an upturn in bookings,” he told The Morning Advertiser (MA).
“We were up by £5k on April 2025 which was helped by Easter.”
Bull said improved weather had been the main driver of trade, though the pub had continued to perform well on poorer weather days.
However, he added the biggest pressures facing the sector remained “minimum wage increases, national insurance increases, business rates going back up and general cost of everything going up due to world events”.
Year-on-year comparisons
Founder and owner of the Royal Dyche in Burnley, Justine Bedford, said trade had been down year on year in recent weeks due to comparisons with a strong May last year.
“Year on year the last few weeks have been down, but it’s due to factors beyond our control,” she said.
This time last year we had a really good start to May weather wise and a few heatwaves in there. Burnley FC also secured promotion back to the Premier League, so we had our final game of this season and a promotion parade to add to why the first couple of weeks in May were so successful last year.
Justine Bedford
Despite this, Bedford said the pub was well placed to recover trade, helped by the bank holiday, improved weather and Burnley’s final home game of the season.
Tim Bird, of Cheshire Cat Pubs and Bars, also said weather had shaped performance across May.
“We were up against a record-breaking May last year as the sun shone most of the month last year,” he said. “Last May was up 15% on 2024. So, considering we had fires lit and heating on in the pubs this time last week, to get 2% like for like uplift on last year was a brilliant result.”
Bird added road closures had also been a major issue for the group’s pubs.
‘Undoubtedly tough’
MD of the Three Hills Bartlow, Emma Harrison, said trade was “undoubtedly tough” as consumer spending became more cautious.
“Pubs can still appear busy, but a full dining room no longer automatically translates into profitability in the way it once did,” she said.
Guests are making very conscious decisions about what they spend, whether that’s trading down on drinks, skipping courses or visiting less frequently overall.“Guests are making very conscious decisions about what they spend, whether that’s trading down on drinks, skipping courses or visiting less frequently overall.
Emma Harrison
Harrison said the business had focused on staffing efficiencies, margins, quality and consistency in response to rising costs, but added the cost base continued to rise at a pace operators were finding difficult to absorb.
Operators also pointed to a continued focus on value, although not necessarily lower prices.
Bull said customers at the George were ordering fewer courses, particularly during Sunday lunch, but were still prepared to spend on higher priced dishes if they felt the value was clear.
“They don’t seem to mind spending on our higher priced dishes, scallops, whole sole, ribeye steak, as long as it’s good value,” he said.
Bird echoed this, warning against both overpricing and heavy discounting.
I think the customer is going to places that offer great value for money. This doesn’t mean cheap either, just a fair price for great quality food and drink with matching service.
Tim Bird
While many operators pointed to pressure on spend, Little Door & Co said trade had remained strong across the group, with total covers up just under 19% year on year.
MD Kamran Dehdashti told The MA that walk-in trade had increased significantly, while pre booked covers were up nearly 9% year on year. The group also achieved £13.5m in turnover and EBITDA just north of £1.6m.
“The biggest driver recently has been group socialising and celebratory occasions,” he said. “People are still prioritising experiences and meaningful time together, even if they’re being more selective about where they spend their money.”
He added guests were increasingly seeking venues that offered “more than just food and drink”, with atmosphere and personality central to spend decisions.
Operators also reported continued growth in alcohol free options.
Bedford said the Royal Dyche had recently restructured its fridges to create its own “zero alcohol” section.
“The new Thatchers Blood Orange 0% has been a huge hit for us since we started stocking this month,” she said. “Even as a wet led pub, the rise in people not drinking alcohol is still growing.”
Bull said the George’s 0% range was also selling better than at the same point last year.
Beyond sales, Bedford said more pubs were linking up with local charities, grassroots sports and music groups, with a greater focus on pubs as social and community spaces.
Overall, May trading reflected a sector still able to generate demand, but increasingly reliant on value, strong execution and compelling reasons to visit.
