Skip links

How pubs and restaurants can adapt to change in a shifting market

The hospitality sector, particularly pubs and restaurants, has faced a series of unprecedented challenges over the past few years. From grappling with the global pandemic’s impacts to navigating through the nuances of the cost of living crisis, these businesses have been on a rollercoaster of adaptation and resilience.  This evolution, fueled by necessity, has led to a significant change in how pubs and restaurants operate and interact with their customers.

In this article, we will explore the sector’s journey over the past four years, analysing consumer spending patterns, demographic trends, and strategic implications for businesses.

Recent challenges in the hospitality sector

The onset of the COVID-19 pandemic marked the beginning of a challenging era for the hospitality sector. Lockdowns and social distancing measures led to a significant decline in foot traffic, putting immense pressure on these businesses. The subsequent economic downturn and the cost of living crisis further exacerbated these challenges as consumers became increasingly budget-conscious. 

However, this period also saw a surge in innovation within the sector, with many businesses rapidly adopting digital solutions and diversifying their offerings to survive.

Sector performance and resilience

Amidst these challenges, the hospitality sector has shown remarkable resilience and adaptability. Statistics indicate a steady recovery post-pandemic, with a notable increase in overall revenue and customer transactions. This upswing can be attributed to several factors, including the sector’s quick adaptation to changing consumer preferences, such as the increased demand for takeaway and outdoor dining options. 

These shifts not only helped businesses survive the immediate crisis but also positioned them for longer-term growth.

Consumer spending patterns in 2023 in the UK

In 2023, UK consumer spending in pubs and restaurants reflected a complex mix of recovery and new consumer behaviours. While there was a return to pre-pandemic spending levels, the patterns differed. Customers showed a preference for experiences that offered value for money, quality, and safety. The rise of contactless payments and online reservations also indicated a shift towards more tech-savvy and convenience-oriented dining experiences.

Seasonal and occasional spending trends

The hospitality sector has always been influenced by seasonal and occasional spending trends, and this has remained true even in the face of recent challenges. Celebratory occasions like Christmas and Easter continue to drive significant revenue spikes. However, these events have also evolved, with consumers increasingly looking for unique and personalised experiences.

This has prompted businesses to innovate their offerings, from themed menus to special event packages, to attract a broader range of customers.

Impact of cultural trends

Cultural trends, such as “Dry January” or “Veganuary”, where people abstain from alcohol for the month, have a noticeable impact on the sector. These trends often require pubs and restaurants to adjust their strategies, such as by promoting healthier options or non-alcoholic drink menus.


The adaptability to these trends not only helps mitigate potential revenue losses but also demonstrates a business’s commitment to catering to diverse customer preferences.

Growth among various age groups

The spending growth among different age groups offers valuable insights for hospitality businesses. Younger consumers, for example, tend to favour trendier, more Instagrammable venues, while older consumers may value a more relaxed and traditional dining atmosphere. 


These preferences suggest that pubs and restaurants need to diversify their offerings and ambience to cater to a wider demographic range.

Demographic insights and spending preferences

The Lloyds study on demographic spending in the hospitality sector revealed significant insights. Different age groups and customer segments have varying preferences, which can range from the type of cuisine to the establishment’s atmosphere. For instance, millennials might favour establishments with strong social media presence and sustainable practices, while older generations might prioritise quality service and a traditional dining experience.

Strategic implications for hospitality businesses

For hospitality businesses, these insights are invaluable for strategic planning. Understanding the evolving consumer preferences and demographic trends is essential for tailoring marketing strategies, menu selections, and overall customer experience. 

In an increasingly competitive market, personalisation and differentiation have become key to attracting and retaining customers.

Looking forward

The hospitality sector’s journey through recent challenges highlights the importance of adaptability and understanding market trends. Pubs and restaurants need to leverage these insights for strategic planning and align with reliable partners like Trust Payments to enhance their operational efficiency and customer experience. By staying attuned to the shifting market dynamics, the sector can not only navigate current challenges but also position itself for future growth and success.

Ready to adapt and thrive in the shifting hospitality market? Trust Payments can help with innovative and tailored payment solutions. Elevate your pub or restaurant today – reach out today!

Security statement

Security is our top priority at Trust Payments and we strive to ensure that all data is kept secure at all times We keep all customer data safe with AES256 encryption, SSL Certificates, and a minimum of TLS1.2, between your website and our datacentres.

Our systems are scanned quarterly using the Qualys PCI Platform, an independent Qualified Security Assessor (QSA) and approved vendors – Omnicybersecurity (UK) & Forgenix (US) – to ensure compliance with the security requirements of the card schemes.

We follow a number of rigorous security procedures on a daily basis including, but not limited to, continuous monitoring of our perimeter, dark web monitoring, and internal checks to ensure that CIA triad is maintained at all times.

Keep up with the latest in payments!

Fill the form below to sign up to our mailing newsletter.