Despite the menu changes, one in four (23%) British consumers report that they are switching dining venues due to a lack of suitable options for the growing preference for high-protein and low-calorie diets.

Functional food and beverages - those supporting energy, immunity, and weight management - are among the fastest-growing segments of demand, influencing both menu design and venue choice. Restaurants are starting to adapt with portion controlled, protein-forward menus and lower-sugar offerings.

Circana’s Edurne Uranga, vice president of Foodservice Europe, said: “Price, loyalty and function are no longer decisive factors for British consumers, who are increasingly motivated by the eating/drinking out experience. They are seeking variety, healthier options, and the excitement of discovering new places and formats. This is where growth is being unlocked.”

In Spain, foodservice outlets account for 9.9% of total spend, followed by Great Britain (7.1%), Germany (6.8%) and Italy (5.9%), compared to 5.1% in the US, highlighting their continued importance in the European consumer wallet.

Despite economic headwinds, demand for foodservice remains resilient across British consumers who made 127 visits per capita in 2025, down -1.4%, equating to 8.8bn visits to British restaurants. The British foodservice industry is now valued at £71bn – up +3.6% on 2024 figures.

Uranga added: “As foodservice continues to evolve, restaurants and brands must rethink how they deliver value in a much broader sense so that every pound spent feels worth it for consumers.

“At the same time, the sector should look at how revamping menus will help tap into new consumption patterns in a way that feels locally relevant for the consumption occasion and channel. Those who can strike that balance will be best positioned to win in the next phase of foodservice growth.”