UK Restaurant Industry Trends
How brands are using tech to deepen relationships and exceed diner expectations in the age of SuperHuman Hospitality™
To deliver on rising expectations, high-touch hospitality needs high-tech
Brits are seeking both personalisation and meaningful connections in their dining experiences. To keep up, operators are embracing AI and automation to enhance efficiency and strengthen guest relationships.
Welcome to the era of SuperHuman Hospitality™
Personalisation is the key to hearts and wallets
Despite economic concerns, consumers are splurging on unique, personalised events and experiences.
Restaurants are the new lifestyle brands
Restaurants are unlocking new revenue streams, selling pantry items, at-home meal kits and cookbooks.
AI is here to help, and diners are ready for it
Consumers are ready for AI assistance during the reservation process (and so much more).
TREND ONE
Savvy diners and smarter search are reshaping restaurant discovery
Diners are driving the discovery journey—from social buzz to Google searches—while embracing AI for seamless booking.
Social influencers are out, brand collabs are in
Social media fuels restaurant discovery—45% of diners find new spots there, but just 11% through influencers. The real play? Brand collabs, with 40% of operators investing in 2025.
Consumers find and book restaurants using search & AI
Around 1 in 3 diners use Google to discover restaurants, leading 47% of operators to invest in paid Google ads this year. And when it comes to booking reservations, 73% of Brits are already comfortable with restaurants using AI.
TREND TWO
To scale personalisation from text to tableside, the human touch alone won’t cut it
Personalisation drives guest loyalty and engagement. Today, operators are turning to automation and leveraging text and email to deliver personalised marketing at scale.
Restaurant personalisation challenges and opportunities
of operators have personalisation hurdles
of diners would sign up for restaurant marketing for exclusive offers
of consumers want personalised restaurant perks for birthdays and anniversaries
Personalised emails turn clicks into covers
Email is still diners' preferred way to connect with restaurants. SevenRooms data reveals that personalised, automated emails generate 12X more revenue per send than mass emails.*
Texts are coming in hot
Nearly half of consumers (41%) prefer getting texts from restaurants, especially for time-sensitive messages and reservation updates. And text marketing doesn't just engage—it delivers, with an average 24X ROI.*†
Average ROI for text marketing on SevenRooms**†
Average revenue generated per text campaign on SevenRooms*†
Highest revenue generated from a single text campaign on SevenRooms*†
TREND THREE
Consumers are willing to splurge on curated, luxe experiences
Guests want more than just a meal out—72% of consumers
plan to or have already returned to a restaurant after a unique experience. They’ll even pay for personalised upgrades like customised tasting menus.
Personalised experiences diners are willing to pay for
Diners are hungry for elevated experiences worth the splurge
Consumers are actively seeking interesting dining experiences that stand out and create memories, and they want to add on upgrades and customisations to make the occasion even more special.
TREND FOUR
Restaurants are selling more than meals, they’re selling a lifestyle
Consumers want to connect with their favourite restaurant brands outside the dining room. That includes buying merch, like cookbooks, cocktail kits or home goods, opening up new revenue streams.
Consumers are hungry for more diverse offerings from restaurants
77% of consumers would buy a different type of offering from a restaurant—like spices or cookbooks.
Pantry items like spices or dried pasta
At-home meal or cocktail kits
Cookbooks
Food subscriptions like cheeses or frozen items
Home goods like dishes or glassware
Online classes or workshops
TREND FIVE
Trust wins tables and strong brands foster long-term loyalty
Operators want to understand guests, but they’re over-relying on online reviews and in-person observations—47% of operators use informal conversations to evaluate guest perception of their brand.
Operators are leaning on reviews as strategic data
Nearly half of operators (49%) use third-party reviews to understand guests’ perception of their brand but a rising number are using feedback surveys (47%) and guest and sales data (39%) to evaluate guest perception, which provides a more accurate view of brand sentiment.
How, if at all, does your organisation evaluate your guests' perception of your brand?
TREND SIX
AI is serving up smoother restaurant operations
Nearly all operators using AI are already finding benefits. As margins get squeezed, restaurant teams need all the help they can get to keep things running smoothly, train staff and maintain close customer relationships.
If restaurants haven’t jumped on the AI train, they’re behind
of operators in the restaurant and hospitality space are using AI
of operators using AI have already seen benefits
operators are using AI for data analytics and customer service
Restaurants using SevenRooms' AI messaging solutions respond to guests faster
