UK diners opt for new restaurant experiences, report says

It also shows that 60% of UK diners want clearer context around menu flavours.

A recent Taste The Future Flavour Trend Report by Paulig PRO points to a strong preference for novelty amongst UK diners, with 73% saying they are more likely to choose a new restaurant when eating out rather than return to a familiar one.

The findings suggest that “newness” plays a significant role in dining decisions, particularly amongst frequent eaters.

“Diners are looking for more than just chicken and chips now—they're seeking food with personality and dishes that offer a sense of discovery,” said Barnaby MacAdam, development chef at Paulig PRO.

The research also shows that 60% of UK diners want clearer context around menu flavours, including where they come from and how they are developed.

In response, chefs and operators are increasingly working with a wider range of herbs, spices, and regional ingredients to build more distinctive flavour profiles.

This includes both rare pepper varieties and locally grown herbs, as menus move towards more detailed and ingredient-led cooking.

Flavour profiles built around contrast—such as heat, acidity, smoke, and umami—are appearing more often, replacing simpler, single-note approaches with combinations designed to add intensity and variation.

“That could mean Korean-inspired sauces, vibrant Middle Eastern seasonings, sweet-and-sour Filipino notes, or unexpected ingredient pairings that bring a fresh twist to classic menu items,” MacAdam said.

“For QSR operators, there’s a real opportunity to reinvent familiar formats through sauces, marinades, and seasonings, alongside limited-time specials that keep menus exciting and give customers a reason to come back,” he added.