New data shows that the average time for a dinner booking in the UK is now 6.12pm, confirming that the post-COVID trend towards earlier dining is continuing to build momentum.
The findings come from the latest GO Technology report by hospitality tech provider Zonal, in partnership with CGA by NIQ. According to the report, just 2% of bookings now take place after 9pm. Based on responses from 5,000 UK adults, the report also shows that in 2024, 46% of bookings were made between 12pm and 6pm. This rose to 48% in the first quarter of 2025.
When asked about the reasons for going out earlier, 37% of respondents cited convenience. Other factors included ease of booking (22%), shorter waiting times (16%), and improved public transport access (18%).
Younger people are driving the shift, with 22% of 18 to 34-year-olds going out earlier than they were 12 months ago—an increase of 3%. The trend is also visible in older age groups, with 11% of 35 to 54-year-olds changing their habits, marking a 5% year-on-year increase.
The research highlights the growing role of technology in shaping consumer behaviour. Around 29% of respondents said being able to book in advance improves the experience. Quick payment options (28%) and the ability to check how busy a venue is (27%) were also seen as key benefits—particularly for those keen to avoid queues or delays.
Tim Chapman, Chief Commercial Officer at Zonal, said, “This emerging behavioural trend is having a significant impact on our industry. 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.”
Karl Chessell, CGA Business Unit Director – Hospitality Operators and Food, EMEA, added, “The movement towards earlier meals and drinks is reshaping the landscape of hospitality. As our GO Technology research shows, traditional day-part boundaries have blurred, and consumers are no longer rooting their occasions in set times of day. 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.”