As economic pressures continue to influence consumer spending habits, new data from TheFork, Europe’s leading restaurant booking platform, reveals a notable trend: More UK diners actively seek deals when dining out. Based on an analysis of TheFork’s UK booking data, 40% of bookings were made with a special offer, highlighting the nation’s growing appetite for affordable dining options.

According to a Mintel survey, 76% of consumers expect to spend the same or less on dining out and takeaways this year compared to 2023. As budgets tighten, TheFork suggests that special offers are one way to attract and retain diners.

Big Appetite for Discounts

The data further reveals that UK diners are particularly drawn to substantial savings. Of those booking with special offers:

60% opted for 50% discounts, underscoring the popularity of big price cuts.
20% booked 30% discounts, the second-most popular offer.
Nearly 1 in 6 diners chose 20% off, making it the third most-booked deal.
London Leads the Way in Bargain Dining

Regionally, London emerged as the UK’s top hotspot for discount dining, with nearly half (49%) of bookings made with special offers in the capital. Other cities also showed a strong interest in dining bargains:

Cardiff: 29%
Birmingham: 23%
Manchester: 22%
Brighton: 19%
Edinburgh: 14%
“The UK’s dining habits are evolving as people look for ways to enjoy great eating out without breaking the bank,” said Patrick Hooykaas, Regional Managing Director of TheFork. “Our data shows that diners continue to appreciate value. As we look to 2025, we anticipate the focus on affordable dining will also grow as the cost of living continues, and we’re excited to continue supporting diners and restaurants alike by offering even more ways to discover and enjoy incredible meals at great prices.”

What to Expect from 2025

The rise of value-seeking diners is just one trend highlighted by TheFork this year. Their 2025 Food Trend Report also points to a growing appetite for solo dining, with more restaurants adding countertop tables and corners to retreat to. In London, restaurants like Lina Stores and Namaiki are an example of those adopting this trend.

Looking ahead to 2025, consumers can also expect restaurants to focus on creating more emotional and holistic experiences by incorporating neuroaesthetics—such as lighting, design, soundscapes, and colours—alongside ingredients beneficial to both mind and body, exemplified by offerings like Seabird and 14 Hills.

Additionally, to meet fast-paced lives, venues will increasingly offer snackable and portable versions of traditional meals, fast fine-dining experiences, and customisable menus. Simplicity, regionality, and sustainability will also remain key priorities.

With dining out on the rise globally, TheFork predicts continued growth in demand for special offers in 2025, alongside a growing interest in unique, experiential dining opportunities.