2026 Marketing Tips for Restaurants

Key Market Insights & Dining Trends for 2026

To build a strong marketing strategy for the year ahead, restaurants need to understand how diners are choosing where to eat, how much they’re willing to spend, and what experiences they’re actively seeking. The latest industry reports paint a clear picture: guests in 2026 are more intentional, more value-driven, and more digitally influenced than ever before. Below are the most important data-backed insights shaping the year ahead.

Eating-out frequency & spending behaviour

CGA by NIQ’s Eating & Drinking Out Consumer Pulse reveals that UK consumers are becoming increasingly selective about where they spend, but they are still eager to dine out when value is clear:

• 1 in 3 consumers expects to spend more on eating and drinking out when the experience justifies the cost.
  
  

Meanwhile, KPMG’s Consumer Pulse shows that:

• “Value for money” remains the number one decision factor when choosing a restaurant.

This tells us that price matters, but perceived value matters even more.

Experience-led dining is driving choice

Experiential dining continues to influence how people pick restaurants. According to OpenTable’s industry insights:

• Diners increasingly prioritise ambience, service, uniqueness, and special occasions when choosing where to eat.
  
  

People are willing to pay for memorable, immersive experiences, making storytelling and atmosphere key marketing assets for 2026.

Menu diversity & dietary consciousness are growing

The Waitrose Food & Drink Report highlights the continued rise of dietary awareness and plant-forward eating:

• Flexitarianism is one of the fastest-growing consumer segments.

• Demand for plant-based, allergen-friendly, and sustainably sourced dishes is increasing year on year.
  
  

Restaurants with thoughtful, clearly labelled menus, not just token vegan dishes, will see stronger appeal in 2026.

Digital discovery has become the default

Statista’s digital behaviour data shows that diners now use digital channels more than ever to discover restaurants, while SevenRooms points out that 1 in 3 diners uses Google Search to find new restaurants.

OpenTable also notes a growing reliance on:

• Mobile-first reservations

• Digital menus

• Last-minute availability searches
  
  

Meanwhile, TikTok and Instagram continue to drive dining trends, viral dishes, and booking decisions, especially among younger diners.

What These Trends Mean for Restaurants 

The data shows a clear shift in how guests choose where to eat and what they expect when they arrive. For restaurants, these trends present huge potential but only if you adapt quickly and communicate with clarity. Below, we break down what the 2026 dining landscape really means in practice.

Guests are more selective but will spend if it's worth it  

Consumers are eating out less often, but when they do, they want it to feel special. With “value for money” ranked as the top dining decision factor (KPMG), it’s no longer enough to have a good menu; the whole experience must justify the bill.

Opportunity:
Restaurants with strong atmosphere, authentic storytelling, great service, and quality ingredients can command loyalty and premium pricing.

Challenge:
Those relying on outdated menus, inconsistent service, or lacklustre presentation risk being overlooked in favour of more “experience-led” venues.

Dining discovery is now almost entirely digital

According to a 2024-2025 industry report, nearly 39% of restaurant reservations in the UK are made via mobile devices, with a further 1 in 3 diners using Google Search to find new restaurants.

Opportunity:
Restaurants with well-optimised websites, active social media, strong Google profiles, and high-quality photography will win more bookings before a guest even reads the menu.

Challenge:
If your restaurant looks unclear, outdated, or hard to book online, diners will choose somewhere else within seconds.

 

Experience-led dining drives bookings more than ever

OpenTable data confirms that ambience, uniqueness, and special-occasion appeal heavily influence dining choices. Diners want experiences that feel memorable and shareable.

Opportunity:
Creative concepts, such as tasting menus, themed nights, chef collaborations, immersive cocktails, live music, and seasonal events, can set your restaurant apart instantly.

Challenge:
Restaurants offering nothing distinctive beyond “good food” will struggle to stand out in a competitive, experience-driven market.

 

Dietary awareness and menu diversity are now expectations

With flexitarianism and plant-forward dining growing, diners expect menus that feel inclusive, health-conscious, and responsibly sourced.

Opportunity:
Restaurants that offer exciting vegan options, clear allergen labelling, and sustainably sourced ingredients appeal to a wider audience and earn guest trust.

Challenge:
Token plant-based dishes or unclear allergen information can damage credibility and limit appeal to modern diners.

 

Guests want premium for occasions + value midweek

Industry-wide reports such as the 2025 BDO Restaurants and Bars Report 2025 confirm that, despite cost pressures, demand for eating out remains resilient, reflecting an ongoing appetite for social dining and experiences

Opportunity:
Craft premium upsell opportunities, such as tasting menus, wine flights, and chef recommendations for those special-occasion diners.

Challenge:
You’ll need compelling midweek offers or bundles to encourage off-peak visits without eroding margins.

2026 Marketing Tips for Restaurants 

Dining trends in 2026 point to one clear theme: guests are becoming more intentional. They’re choosing restaurants that feel relevant, personal, memorable, and worth the spend. To stay ahead, your marketing needs to reflect not only what you serve, but who you are and why guests should choose you. Here’s how to do that in a way that drives bookings, repeat visits, and stronger guest relationships all year long.

Build a seasonal menu & marketing calendar

Seasonality continues to shape dining behaviour, with surges around holidays, celebrations, and cultural moments. Create a content and campaign plan for:

• Valentine’s Day, Mother’s Day, Father’s Day

• Bank holidays & summer dining

• Euro 2026 events (June-July) - a huge opportunity for pubs, bars, and casual dining

• Dry January & Veganuary

• Easter, Ramadan, Diwali, Christmas

• Local festivals, concerts, and tourism periods
  
  

Seasonal marketing isn’t just about themed menus - it’s about relevance. Guests choose restaurants that feel in tune with the moment.

Optimise your website, Google & social

With over a third of UK restaurant reservations now happening online (NowBookIt), your digital presence is your first impression.

Focus on:

• A mobile-first website with clear menus, opening hours, and online booking

• High-quality photography of food, interiors, and drinks

• An up-to-date Google Business Profile (your most visible online asset)

• Strong social media presence, especially on Instagram and TikTok

• Clear guest pathways: “Book Now,” “Order Online,” “View Menu”
  
  

If guests can’t find what they need online within 10 seconds, they’ll move on, usually to the restaurant down the road.

Create experience-led campaigns

Dining is no longer ‘just a meal’, it's an event. Use this to your advantage and capitalise on the desires of your diners by offering:

• Chef tasting menus

• Wine or cocktail pairing nights

• Themed evenings (Italian night, seafood night)

• Live music or cultural events

• Chef collaborations and pop-ups

• Seasonal feasts and limited time menus
  
  

These experiences generate content, conversation, and repeat visits, especially when guests feel like they’re part of something special.

Strengthen social media & creator partnerships

Social platforms are where diners discover restaurants, especially younger audiences.

To maximise visibility:

• Prioritise short-form video (Reels, TikTok)

• Share behind-the-scenes content

• Highlight staff stories, chef moments, and kitchen action

• Encourage user-generated content with incentives

• Partner with micro-creators (best ROI in hospitality)
  
  

People book after seeing food that excites them. Show it off.

Build loyalty & repeat custom

Once you’ve impressed a guest, bring them back; it’s cheaper than acquiring new ones.

Try:

• Email marketing with news, specials, and VIP offers

• Birthday perks and personalised incentives

• Loyalty schemes (digital stamp cards, points, members-only benefits)

• “Come back soon” incentives sent after dining

• SMS reminders for weekend availability
  
  

Consistency builds loyalty: loyalty builds revenue.

Here’s to 2026

This coming year isn’t just about staying competitive; it’s about staying relevant. With more choice available to diners than ever before, restaurants must take a strategic approach to marketing, storytelling, and guest engagement. From aligning with seasonal demand and refining digital touchpoints to elevating experiences and building repeat custom, the opportunities are vast for restaurants that understand the direction the market is moving.

So, let’s get ready for 2026. A year that we predict will reward restaurants that know who they are, communicate it clearly, and show guests why they’re worth choosing, not just once, but again and again. If you’d like to discuss your unique marketing plans for 2026 in more detail, or receive some expert advice ahead of the New Year, get in touch today.