According to a new report, the average preferred start time for a dinner reservation is now 6.12pm, almost two hours earlier than what was traditionally considered to be the best time to secure a table.
The report, GO Technology: Why 6.12pm is the new 8pm, produced by leading hospitality technology provider Zonal in partnership with CGA by NIQ, shows that while in 2024 46% of all bookings were for times between 12pm and 6pm, in the first quarter of 2025, this rose to 48%.
The survey of 5,000 British adults also found that just 2% of bookings in the UK are now for after 9pm.
When asked what is driving consumers to go out earlier, 37% say it is due to convenience, followed by ease of booking (22%), shorter waiting times (16%), and better public transport options (18%).
The drive towards earlier visits is being driven by younger consumers, with 22% of 18- to 34-year-olds going out earlier than they were a year ago (up by 3%).
However, there is also a shift for older demographics, with 11% of 35- to 54-year-olds also choosing to go out earlier compared to 2024 (up 5%), representing the biggest change across all age groups.
“The movement towards earlier meals and drinks is reshaping the landscape of hospitality. As our GO Technology research shows, traditional daypart boundaries have blurred, and consumers are no longer rooting their occasions in set times of day,” says Karl Chessell, CGA business unit director - hospitality operators and food, EMEA.
“This is creating new headaches for some operators, but for those who can flex the offer there are sizeable opportunities too. There’s certain to be more change in timings, and tracking the very latest needs of consumers from morning to night will be crucial.”
Industry response
A number of restaurants have reacted to the trend and launched initiatives to encourage people to make later bookings.
Duck & Waffle Edinburgh has just launched The 9pm Club, an initiative running from this month to September that it says is designed to energise Edinburgh’s evening dining culture. Guests making a booking after 9pm will receive 25% off their total food and drink bill.
“We’re excited to give guests a new reason to dine later,” says Duck & Waffle Edinburgh’s assistant general manager David Sculac.
“The 9pm Club is about embracing the energy of Edinburgh after dark - great food, great company, and a chance to enjoy the city in a different light. We want to be a go-to for anyone looking to dine out post 9pm”.
Jeremy King led the charge in April with the launch of a ‘night owls’ discount available to diners who make a booking for 9:15pm (9pm on Sundays) or later at his King’s Queensway restaurant, The Park; and 9:45pm (9pm on Sundays) or later at Arlington in Mayfair.
“This emerging behavioural trend is having a significant impact on our industry,” says Tim Chapman, chief commercial officer at Zonal.
“To meet these changes, operators need to understand the underlying motivators and in doing so they will be better equipped to make the operational changes, experiences and offers needed to give consumers what they want and to make the most of the opportunity.”
