That is one of the key findings from Lumina Intelligence’s Menu & Food Trends Report 2025, which provides a comprehensive overview of menu engineering and pricing trends across the UK’s chain restaurant, pub and bar sectors.
The report finds that operators are expanding menus while optimising for profitability, using more sides, bundles and add-ons to drive incremental spend without eroding value perceptions.
Sides inflation (+5.3%) and bread (+12.9%) are key levers, while pubs protect affordability through low entry points and restaurants use premium cues to justify higher exit prices.
Same-line dish prices rose by +3.5% in restaurants and +4.2% in pubs, outpacing CPI.
Rather than applying blanket price increases, operators are using psychological pricing, bundles and premium ranges to protect margins and maintain value perceptions.
The report is based on data from Lumina Intelligence’s Menu Tracker tool.
Menus from 34 brands were analysed, including Bill’s, Franco Manca, Gourmet Burger Kitchen, Pizza Express and Wagamama in the restaurant space, and Wetherspoons, Slug & Lettuce and Brewers Fayre in the pub and bar sector.
The research also highlights how the triad of value, quality and health is driving shifts in consumer behaviour and attitudes.
Lumina Intelligence identifies value as a multi-dimensional pillar, with quality and health shaping how value is perceived.
Consumers are recalibrating priorities following the cost-of-living crisis.
Some 72% of consumers say they will pay more for freshness and 63% for seasonal produce, making provenance and wellness increasingly non-negotiable.
Menus must therefore deliver on health and quality while balancing indulgence to demonstrate true value and affordability.
Available now, the report also explores how operators are embracing service automation and digitisation.
It includes analysis of the mega-trends shaping UK hospitality, alongside evolving consumer attitudes and expectations.
Lumina Intelligence customers can download the full report here.