What drives diners? How price, cuisine, and ethics shape restaurant choices

When choosing a restaurant or a place to order food from, consumers overwhelmingly prioritize value for money, with 63% considering it the most important factor. This preference is especially strong among those aged 55 and above, where 72% emphasize affordability, compared to 57% of younger consumers aged 18 to 34.

The type of cuisine is another major factor, influencing 47% of consumers. However, clear generational differences emerge—62% of those aged 55 and above consider cuisine type essential, while only 36% of 18 to 34-year-olds feel the same. Deals and special offers also play a role, with 42% of diners factoring in discounts. Interest in promotions increases with age, as 38% of the youngest age group value them, while 47% of those aged 55 and older actively seek out deals.

Freshness of ingredients is a significant factor for 38% of consumers, with importance rising among older diners. While only 31% of 18 to 34-year-olds prioritize freshness, this percentage jumps to 51% among those aged 55 and above. A healthy menu, on the other hand, remains a steady priority across all age groups, with 29% of respondents considering it a key factor.

Ethical considerations such as fair treatment of staff resonate with 24% of consumers. Interest in locally sourced ingredients (14%) and food that is in season (14%) is relatively low, though slightly more relevant to the 55+ age group. Sustainably sourced ingredients, such as line-caught fish or higher-welfare meat, rank at 13% overall but show a clear generational divide—16% of 18 to 34-year-olds emphasize sustainability, compared to just 7% of those aged 55 and above.

The availability of a kids' menu is important to 10% of consumers, with slightly higher interest among those aged 35 to 54, likely due to family considerations. Organic and fair-trade products are a low priority, with just 10% of respondents considering them essential. Similarly, interest in reducing food waste remains limited, with only 9% of consumers factoring it into their restaurant choices.

Dietary preferences such as allergen-free (7%), vegetarian (7%), gluten-free (7%), and vegan options (5%) rank relatively low in importance. However, younger consumers show slightly more interest in these offerings, with 10% of 18 to 34-year-olds prioritizing allergen-free options compared to just 3% of those aged 55 and above. Low-carbon footprint food and efforts to reduce single-use plastic remain secondary considerations for most diners.

Beyond age, gender differences also play a role in consumer preferences. Women place a stronger emphasis on value for money (66%) compared to men (61%) and are more likely to prioritize deals and offers, with 45% of women factoring in discounts compared to 39% of men. Freshness of ingredients is also more important to women (41%) than men (36%).

A striking gender difference emerges in family-oriented dining choices, as 12% of women value the presence of a kids' menu compared to just 8% of men. Women also express a stronger preference for vegetarian options, at 9% compared to 6% of men. Conversely, men are slightly more likely to prioritize organic and fair-trade products.

Overall, the most important factors for consumers when selecting a restaurant are value for money, type of cuisine, and ingredient freshness, with clear differences based on age and gender. Older consumers focus more on affordability, food quality, and cuisine variety, while younger consumers tend to care more about sustainability, ethical sourcing, and dietary inclusivity. Women are more likely than men to prioritize freshness, deals, and family-friendly options, whereas men show a slightly stronger preference for organic and fair-trade products.

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