Just like music fans follow their favourite artists, today’s diners are exploring their own “food eras.” These eras influence where, when, and how they eat out. Whether they’re focused on value, wellness or unique experiences, these preferences drive their restaurant choices.
OpenTable’s latest research reveals exactly how these evolving dining eras are creating new revenue opportunities for restaurants. Understand what drives different diner segments and adapt your offerings to capture more bookings and build lasting loyalty.
The rise of the savvy era
Cost consciousness is driving dining decisions, with our research showing the “savvy era” leads current dining preferences. Approximately 28% of Canadian diners prioritize more affordable dining options. This trend transcends age groups but is particularly strong among Gen Z, especially when dining out before or after a concert, with 66% identifying price point as the most important factor.
How your restaurant can take advantage
Turn the savvy era trend into an opportunity by creating strategic prix fixe menus or early dining specials that attract price-conscious guests while maintaining margins. Consider launching an OpenTable Experience during traditionally slower periods—you’ll fill tables while offering excellent value. Positioning these offerings as smart choices rather than budget options will help attract savvy diners without compromising your brand.
Experiential dining takes centre stage
The “experiential era” is gaining momentum, with a little more than 16% of diners across different generations saying they prioritize a unique dining experience. Today’s diners value shareable moments and unique experiences, making many ripe for innovative concepts, like live music or wine tastings.
Tap into the diner experience
Transform slower periods into revenue opportunities with wine tastings, cooking classes or chef’s table events. Consider experiences that appeal to Millennials’ interests: sustainable wine seminars, craft cocktail workshops or behind-the-scenes kitchen tours with your chef. Use Experiences to showcase and manage these events effectively, making them easily discoverable for experience-seeking diners.
The wellness wave
Health-conscious dining continues to grow, with the “wellness era” resonating strongly. In Canada, 15% of diners overall consider themselves in their wellness era. This signals a significant shift from traditional dining preferences towards more mindful eating habits.
Make it healthier
Highlight more nutritious menu options and consider creating wellness-focused experiences like healthy cooking demonstrations or nutrition workshops. Remember to tag healthy menu items appropriately in your OpenTable profile to help health-conscious diners find you, and make sure your menu descriptions clearly highlight nutritious ingredients and preparation methods.
Concert night opportunities
Live events present their own unique opportunity for restaurants. Almost half of diners (43%) consider dining an important part of their concert-going experience. Half (50%) of diners say they would spend more than they usually spend at a restaurant when dining out as part of their concert experience, with 46% saying they would spend more than $40 per person.
Concert nights can change dining patterns, with guests ready to spend more and looking for restaurants that understand their timeline. In particular, location matters to these diners. Proximity to venues tops the priority list, with 66% of diners highlighting location as important. If you’re near a concert venue, create special pre-show menus that guarantee guests will make their showtime. Consider adjusting your table management strategy on event nights to accommodate different dining styles:
- Hearty main dishes: 25% choose main courses to fuel their dancing.
- Quick service: 22% of diners opt for fast food or food on the go to prioritise getting to the front of the stage.
- Shareable plates: 21% prefer sharing small plates, as they’re too excited to have a big meal.
Action items for your restaurant
Put these insights into action with concrete steps that drive bookings and increase revenue. From launching targeted Experiences to adjusting your menu mix, here’s exactly what you need to do to attract and delight guests in every food era.
- Review your pricing strategy and consider creating special menus that appeal to diners.
- Launch targeted Experiences for different diner segments:
- Wellness workshops
- Wine tastings for experiential seekers
- Value-focused events for savvy diners
- If you’re near an event venue, create pre-show packages that guarantee timely service.
- Update your OpenTable profile to highlight:
- Health-conscious options
- Special experience offerings
- Pre-theatre or event menus
- Proximity to venues
- Adjust your table management strategy to accommodate different dining styles during major events
A new era
Understanding and adapting to these dining eras will help you attract new guests while building deeper connections with existing ones. Your OpenTable tools can help you showcase these offerings and manage the different preferences of today’s diners efficiently.
Learn more about creating Experiences that appeal to different diner segments and managing the preferences of today’s diners.
Methodology: An online survey was conducted by PureSpectrum among 1,000 Canadian consumers Within this sample, major cities have been weighted for direct comparison. The research fieldwork took place between 12th – 14th June 2024.
