Restaurants adapt to rising 6pm booking trends

Restaurants adapt to early dining preferences as Gen Z seeks healthier options.

Early dining trends reflect changing habits among Gen Z

This summer, a London eatery is launching a £50 early evening set menu to cater to an increasing number of diners choosing to eat earlier. Joe Laker, co-founder and head chef at Counter 71, emphasizes this shift, calling it a more accessible offering that maintains quality. He points out that this dining trend is gaining traction as more customers, especially those from outside the city who abstain from alcohol, prefer to dine at 6pm rather than later. Data from OpenTable shows a notable increase in 6pm bookings, climbing 11 percent in London and 6 percent nationwide from the previous year, while Zonal reports that nearly half of all reservations occur between noon and 6pm.

This rise in early dining could signal a significant shift in consumer behavior, particularly among Gen Z. As this younger generation increasingly opts for healthier lifestyles and social gatherings that do not revolve around drinking, restaurants may need to rethink their service models. The move towards earlier dining experiences illustrates the industry's adaptability and the potential for innovative menu offerings to attract new clientele. This trend may redefine dining norms, moving away from late-night indulgence and embracing a healthier, more responsible approach to social eating.

Highlights

As societal norms evolve, the dining industry must adapt or risk becoming irrelevant.