Table of contents
The rules of restaurant success are shifting. Technology adoption, social media influence and changing social patterns are reshaping how customers discover, experience and evaluate restaurants. Nowhere is this transformation more evident than in London, which is why Square surveyed 1,000 restaurant-goers across the capital to reveal the trends that will define hospitality in 2025 and beyond.
5 key takeaways from the survey
1. London’s foodies are remarkably resilient
Despite cost-of-living concerns, 44% percent of diners report eating out more frequently in the past year, with 49% willing to spend more per visit. Gen Z and Millennials lead this trend, with over half increasing their dining frequency and budget.
2. Restaurants are the new pubs
Fifty-eight percent of diners say that eating out is one of their main social activities, with many Gen Z (63%) and Millennials (60%) preferring to go to a restaurant over a pub or club.
3. Restaurant goers are getting more adventurous
Nearly two-thirds of diners are more open to trying new dishes and cuisines than they were a few years ago. And they’re hungry for new experiences, with 45% saying they prefer to try a new restaurant over returning to one they know.
4. Tech-savvy diners have high expectations
Diners are embracing technology, with 55% preferring to use QR code menus and to pay at the table without asking for the bill. But beware: 46% say bad technology can tarnish their experience, so your digital setup needs to be spot-on.
5. Social media matters more than ever
The way people discover restaurants is changing: social media is now the primary channel for Gen Z (36%) and nearly equal with online research for Millennials (35%). Over half of diners consider “shareability” an important factor when choosing where to eat.
Prepare your restaurant for success
For operators to thrive in a shifting market, it’s essential to understand how customer preferences are evolving. Download the full report for in-depth insights, and position your business to keep pace with Londoners’ changing dining habits.
