Gen Z drives UK towards 6pm dinners with average booking time now 6.12pm
Gen Z diners are increasingly opting to dine early, with bookings up 11% at 6pm in London and early evening reservations rising across the UK. New OpenTable and Zonal data have revealed a shift in dining patterns, reshaping restaurant operations and drinking habits.
OpenTable reservation data indicates an 11% increase in 6pm bookings in London and a 6% rise nationally during early evening slots compared with the same period last year. In contrast, traditional 8 pm sittings declined by 3% across the country
Zonal reports that the UK’s average dining time has shifted to 6.12pm and that almost 50% of all reservations now fall between midday and 6pm.
Industry observers attribute the shift to younger diners valuing health, well-being and better sleep, together with flexible hybrid working. This has encouraged earlier eating to avoid being out too late.
Partner Content
Venues adapt menus and service
In response, operators are introducing early evening set menus for diners seeking lower price points and lighter meals. Hospitality groups are also adjusting staffing hours and table service to match earlier peak times while offering incentives like late-night discounts to fill traditional timeslots.
The shift away from later dining is having knock‑on effects on on‑trade drinking patterns. Earlier sittings generate lower alcohol spend and less dwell time per guest, leading some industry bodies to express concern about reduced spend and shorter service cycles.
Late-night footfall declines
Late-night footfall is also falling, prompting operators to reallocate resources – 35% of venues are closing earlier than a year ago, and 12% now offer earlier promotions to fill pre‑evening sessions.
What began as a post‑pandemic adjustment led by Gen Z has become a mainstream UK dining habit. Restaurants across the country are evolving menus, service models and staffing patterns in response to a growing demand for early evening meals.
Related news
Tides change for London's Thai restaurants
Padella to toast a decade with third restaurant opening
Turkish lager Efes rolls out into Comptoir Libanais restaurants
