1 in 2 consumers prefer familiar restaurants over new ones

However, restaurants with discounts or reward systems can still entice them.

Over half of UK adults (54%) would likely choose to return to restaurants they have visited before rather than try new ones, a report by advertising platform Cardlytics revealed.

The report said overall spending in restaurants went down 8% in 2024, following a rise of 14% in 2023. However, it noted that spending per trip went up by almost a fifth (16%)

Around 1 in 2 UK adults are more likely to visit new restaurants if it offers discount vouchers or cash back rewards system whilst 45% of UK households would visit a restaurant if it offers rewards for returning customers. This showcases that price remains a key driver when customers are eating out followed by loyalty, quality, and trust, the report said.