The way people dine out in the UK has been significantly influenced by the shift to working from home, a leading pizza chain executive has revealed. With more individuals shedding the traditional Sunday back-to-work blues and opting to dine out on Sunday evenings, there has been a notable change in consumer behaviour. Fridays, on the other hand, have become more challenging for hospitality businesses due to altered post-Covid working patterns.
Thom Elliot, the co-founder of Pizza Pilgrims, noted that there has been a distinct change in the dining habits of customers since the rise of hybrid working. He mentioned that Thursdays are now frequently considered the new Fridays, impacting the traditional end-of-week sales pattern for restaurants. Saturdays have seen an increase in popularity compared to pre-pandemic times, while there has been a noticeable trend of more people dining out on Sunday nights.
Elliot speculated that this shift could be attributed to a mindset adjustment brought on by remote work, where individuals feel more comfortable enjoying a leisurely Sunday dinner knowing they do not have to rush into the office on Monday morning. Pizza Pilgrims, known for its chain of around 25 restaurants across the UK, reported a significant boost in pre-tax profits to £700,000 in the year ending June 2023, with revenues climbing by over a third to £29 million.
During the pandemic, there was a surge in restaurant openings in local neighbourhoods as establishments sought to cater to customers staying close to home. However, visitor numbers have largely returned to pre-pandemic levels, with bustling city spots like London’s West End experiencing a resurgence in footfall. Elliot highlighted that the average spend per visit at Pizza Pilgrims’ pizzerias ranged from £16 to £17.
The casual dining sector has witnessed the rapid expansion of various new players, exemplified by the growth of pizza chain Franco Manca, which now operates over 70 restaurants nationwide. On the other hand, some struggling restaurant chains have faced challenges amid the post-pandemic recovery, rising costs, and consumer belt-tightening against economic pressures.
Moreover, there has been a call from unions and equality advocates to support flexible working arrangements, as discussions around the Employment Rights Bill loom. These organisations stress the importance of flexible working in enhancing workforce participation and productivity, dispelling concerns that such measures would harm businesses.
Overall, the evolving dining patterns in the UK reflect a broader societal shift towards hybrid work models, reshaping traditional consumer behaviours and challenging businesses to adapt to the changing landscape of dining out.