Almost half of restaurateurs surveyed (44%) consider themselves to be a concept restaurant, with a third (33%) believing every restaurant should have a concept, but a staggering 88% admitted the quality of food can sometimes suffer.

Adrian Valeriano, vice president - Europe at OpenTable, said, “The restaurant industry is ever changing and we are constantly seeing new and more diverse concepts launching. With an increasingly competitive landscape and more discerning diner base, the need for restaurants to differentiate their offering through a unique and compelling story will only continue to grow.

“Concept restaurants have a dual role to fulfil both in terms of the quality of their food and the experience that they deliver, to ensure longevity.”

Faced with a list of new concept restaurant ideas, British diners voted for a restaurant that offers a different chef each week as the concept they’d most like to visit. In second place was a restaurant which only serves alcoholic food, and third was a restaurant where you only pay for how long you stay.

Over half of diners (51%) believe they’ve visited a concept restaurant, with two in five agreeing that concept restaurants offer a more enjoyable experience.