Reuben Pullan, senior insight consultant, recently shared expert insights on the matter at UKHospitality’s Serving Britain – The Future of Food. His session explored shifting consumer behaviours, market realities, and the trends redefining food-led operations.
So, what does a modern menu look like in 2025?
Market Pressures Are Impeding Both Front and Back of House
Operators are continuing to fight an uphill battle due to a perfect storm of:
- Rising wage costs
- Creeping food price inflation
- Leaner teams following NIC changes, (not unusually entailing upskilling needs, especially in kitchens)
All of this is happening against a backdrop of margin pressure, particularly for independent restaurants, which have experienced disproportionate net outlet losses over the past year. And overall, over a third (37%) of leaders have reported reduced profit performance in Q2 of 2025.
It’s clear menus need to do more with less to streamline complexity, maximise yield, and communicate quality to earn consumer trust and spend.
Lower Visitation Frequency, Higher Expectations
UK consumers are dining out less often, but spending more when they do, with an average spend per head at £24.25 in H1 2025, up from £23.66 in H2 2024.
These irregular but premium-led visits bring sharper scrutiny on value, with consumers expecting:
- Fresh, high-quality ingredients
- Genuine stories and provenance
- Menus balancing comfort and creativity
In addition, diners are engaging with alternative formats. As a result, uptake of small plates, lighter meals and sweet treats has increased, with consumers customising their On Premise experiences to match mood, company, and budget.
Authenticity and Innovation Drive Momentum
Authenticity and innovation go hand in hand in 2025, despite traditionally being perceived as opposites. Two thirds (65%) of consumers are willing to pay more at venues they consider authentic, increasing to three quarters (75%) at venues seen as innovative.
Notably, there’s an expectation for authenticity to be experience-wide and not just foodwise, including:
- Knowledgeable, culturally connected staff
- Ingredients true to the cuisine’s origin
- Storytelling, décor and menu language reflecting care and credibility
On the other hand, innovation is most often associated with introducing new cuisines. Dishes offering something a bit different while retaining accessibility perform well, especially when supported by staff recommendations and social proof.
Trending cuisines to watch include Malaysian, Sri Lankan and Moroccan. These all offer high flavour, heritage rich stories of historic spice trade on the Maritime Silk Roads, and strong value cues.
The Steak Renaissance
Looking ahead, Pullan speculates steak could be enjoying a quiet resurgence. The clues are in the way savvy operators like Flat Iron and Blacklock are mastering the art of:
- Price laddering for accessibility
- Minimalist presentation that dodges HFSS scrutiny and ultra-processed concerns
- Customisation (“How do you like it cooked?”) to upift perceived value
- British sourcing and sustainability credentials (Cow & Sow achieved B Corp certification – a resonant accolade with today’s eco-conscious consumers, especially in a notoriously CO2-intensive category)
Ultimately, steak offers comfort, clarity, and a sense of occasion against a backdrop of complex dietary choices. This is just one example among countless cuisines, and there is opportunity in all parts of the market for those who can tap into the intersections of consumer wants and needs.
Experience Is Still Everything
2025 might be the year of everything from TikTok-famous fried chicken to culinary tourism in the north east, the Lake District, Lancashire, and Yorkshire. Yet hospitality menus increasingly live beyond the plate.
Consumers rate ambience, atmosphere, and service as key satisfaction drivers. These requisites emphasise how the modern menu is served matters as much as what it includes.
The indicators for food-led venues are clear:
- Lean into sensory storytelling. A shining example is Rudy’s recent menu special – the Settebello pizza. This incorporates a real-life fun story and authentic ingredients, while also showcasing staff skill
- Make bold cuisine choices
- Ensure frictionless formats, from grab-and-go to immersive dining
These are the factors attracting high intent customers and commanding ampler spend in a continuing uncertain marketplace.
Reuben summarised: “There’s more to menus in 2025 than a list of dishes. They’re now a reflection of how well a brand is adapting to shifting economic pressures, consumer priorities, and cultural trends. All the same, the delicate balance between cost, creativity, and customer connection is undeniable. But the most successful operators are weathering the storm by staying curious, intentional, and always backing up the customer experience with quality and consistency. This could be upscaling an authentic niche offering, or refreshing a core favourite like steak.”
CGA by NIQ’s best-in-class suite of research capabilities deliver expert insights into how consumers are interacting with the channel, what drives their decision-making, and where the key growth opportunities lie in the UK and many more countries. Contact the CGA team to access a copy of Reuben’s presentation ‘What makes a modern menu?‘ or to discover how CGA by NIQ’s On Premise sales measurement and consumer insights can support winning brand strategies and opportunities.
