Manchester Diners are Spending More on Dining Out Compared to Londoners Despite Rising Costs

Heading to restaurants remains a social activity for Manchester diners, with 59% of respondents saying the amount they dine out has increased over the last 12 months

Square, the global technology company, has released research looking into the habits of Manchester diners. Released today, the Manchester survey has found that eating out remains a social activity despite rising costs – with 59% of respondents saying the amount they dine out has increased over the last 12 months, rising to 66% across Millennials, against only 44% of Londoners overall. Alongside this, 62% say the amount they are willing to spend when they dine out has increased over the last 12 months, compared to only 49% of Londoners.

To put this in perspective, the average Manchester diner eats out just under twice a month (5.7 times per quarter), and about one in seven diners (14%) eat out at least three times a month (11 times or more per quarter). In comparison, only 6% of London diners eat out 11 times or more per quarter. The research has also found the top areas for eating out are Bridgewater (6.7 times per quarter), Castlefield (6.4), and the Gay Village (6).

Manchester diners are proving to be more social than Londoners, with 70% saying they choose where they dine out based on the ability to socialise and connect with their friends, and 63% saying they are increasingly eating out with their social circle rather than going to a pub or club. This is against 58% and 47% of Londoners respectively.

Mancunians are also more adventurous with their restaurant choices, with 71% saying that when they return to a restaurant they like to see new menu items available they have not tried before, and just 60% of Londoners saying the same. The survey also revealed a shift in how people across both cities view the dining experience, as 67% of Manchester diners consider themselves a “foodie” compared to 53% of London diners – perhaps the reason more chefs are decentralising out of the capital city.

When it comes to getting customers to return to a restaurant, the most important factors are price and affordability (48%); consistent quality of food (54%); and service quality (52%). Interestingly, service quality is prioritised differently across generations, with 59% of Millennials citing this as an important factor, compared to only 44% of Gen Z to whom affordability matters more.

Nearly half (45%) of respondents say they wouldn’t dine at a restaurant if there was a maximum seating time, so restaurant owners need to consider how they can make their processes more efficient without causing friction with customers.

Isobel Jenkins, Owner of Manchester-based Isca Wines, said: “We believe customers are more carefully considering where they dine out, and to keep our vibrant Mancunian community coming back, we know how important it is to deliver a special experience every time. Introducing new menu items is critical, but this can come with time and resource challenges. Having a platform like Square that empowers us to change our menu quickly and efficiently helps bring more variety to our customers, and makes their experience seamless.”

Richard Cossins, Co-owner of Higher Ground, Flawd and Cinderwood Market Garden, said: “It’s incredibly exciting to be involved within Manchester’s bustling food and drink scene. We now see more and more guests who seek out new experiences, produce and dishes they’ve not tried before. We change our menus at both Higher Ground and Flawd on a daily basis, so it’s imperative that we work with a point of sale platform that enables us to stay agile and keep guests happy, which is where we really value working with Square.”

Fi Sellick, Head of UK Strategy at Square, said: “Manchester is proving to be a central hub for foodies. Our data across both London and Manchester paints a positive picture for the hospitality sector, but the Northern city is continuing to show that restaurant owners are not exclusively considering the capital as the best place to launch a business now. We know that, despite economic instability, food and beverage businesses are still keen to grow and expand this year. Restaurant owners should consider what consumers across the country are looking for when eating out, and tailor the experience across different cities accordingly.”

For more information about Square, please visit squareup.com.

Methodology
The research was conducted by Censuswide, with 1,001 respondents in Manchester and 1,005 in London who spent £25-£35 per head or more for a main course, drink and dessert or side at least once a year between 25.02.2025 – 03.03.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles. Censuswide are also members of the British Polling Council.