Isobel Lewis is a culture and lifestyle journalist based in London, with a special interest in stand-up comedy, TV and theatre. Her bylines include 

The New York Times, The Guardian, The Atlantic,

In the turbulent economic environment, money is losing its value. People are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Critical Spenders

Forget professional restaurant critics or big-name food content creators; today, 

 has the power to influence dining decisions. “Ultimately, people trust their friends’ recommendations more than anything else,” says Toby Green, the founder of foodie-first app 

Interview with Toby Green conducted by the author

 And Green isn’t wrong: 34% of Britons would rather visit a viral restaurant than a Michelin-starred establishment, signalling the power of social media and peer-to-peer recommendations over historic prestige. 

Tempcover

But as this interest in dining experiences continues to grow, wages are unfortunately stagnating and this divide is impacting the dining industry. 37% of diners are eating out less than they did a year ago, with rising costs being a major influence. 

YouGov

 Punters still want to eat out, but they’re having to tighten their purse strings. Is there a way to do both?

Discount cards are increasingly holding the key to dining out without a hefty bill. While the original London restaurant discount scheme was 

 – a subscription service that launched in 2006 and still boasting more than two million members – recent years have seen a boom in digital-first discount apps and websites aimed at a clientele of young professionals. “Those are the people with the most amount of disposable income for going out,” says Mat Weir, CEO of off-peak dining app 

The deals offered – and even the mediums – may differ but these new platforms are all about sleek design, subtle discounting, and getting their users deals at London’s most talked-about spots. There are apps such as 

 and Appetite, or editorial platforms such as 

, proved that discount didn’t mean second rate when they ran The Restaurant Festival, with hyped Hackney establishments like Acme Fire Cult and Mangal II offering deals on the app. 

Time Out

They’re reducing the stigma around discounts, as 42% of UK restaurant bookings last summer were made with a promotion. 

Hotelier & Hospitality Design

However, the landscape this has emerged out of is somewhat troubling: Is dining out too out of reach for many, particularly when many Britons say that even the likes of Nando's, Pizza Express or even a bog standard takeaway have become too costly? 

The Observer

 And how can brands offer discounts in ways that won’t damage shoppers’ image or diners’ egos?

Eating out, despite the costs associated, is an essential component of Gen Z and Gen Y culture. Nobody wants to eat a middling meal these days; instead, audiences want to eat at the most exciting new restaurants around while documenting the process. Appetite, for example, has a ‘plans and perks’ section for discounts but the app is built around this user-generated foodie content and the desire to share. “People are proud of their recommendations,” says Green. “If you find that hidden gem and you're the one in your friendship group that can say, ‘we need to go here’ – it’s a pride, ego thing.” 

 And it would be a surprise as to just how many of their followers bow to the word of content creators, with 60% of people trusting influencer recommendations and nearly half of purchasing decisions informed by endorsements. 

University of Portsmouth

While offering a recommendation between friends feels like an act of generosity, on social media it can give you a competitive edge. Dining choices reflect taste levels, and with just one in six dining out per week, which rises to two in five per month, Britons are undoubtedly seeking restaurants that satisfy their appetite and their finances. 

 have built their entire brand around sharing specific restaurant recommendations – best burger, best breakfast, best pizza, best 

’ generates millions of videos on TikTok, so much so that it's become a point of parody. One meme spotlights and parodies the highly ubiquitous 

 When TikTok user florrie listed the top spots visited by 

, only to list off spaces associated with gentrification such as Jolene bakery or Café Cecilia, it erupted in an entire 

 around what even constitutes a hidden gem today.

But by reducing the cost, discount schemes make eating out – and gaining cultural capital – even easier. “In a place such as London, discovery is part of the fun, and lowering the financial barrier makes people more adventurous,” says Weir. “You’re more willing to try a restaurant if the risk feels manageable.” 

Interview with Mat Weir conducted by the author

 But a phenomenon has occurred where restaurant discount apps themselves are becoming the new thing to no longer ‘gatekeep’ and recommend online, which can rather be listed as a 

 to save money. Big-name food influencers such as 

, but much of the content is user-generated. “This isn’t even sponsored [crying emoji] @First Table you’re welcome,” one TikTok user wrote 

. Just like the restaurants that offer deals through them, the apps and the discounts they platform become “hidden gems” themselves.

The issues facing the hospitality sector are 

. High bills, an increase in minimum wage and employer National Insurance contributions as well as lower footfall have left the industry on its knees. In London alone, 

The Caterer

 Subsequently, many restaurants have had to substantially elevate their prices, rendering eating out an even tougher experience for the cash-strapped public. “The cost that restaurants [are] having to bear is being reflected in their menus,” Richardson says. 

Interview with Jimmy Richardson conducted by the author

As they have had to sacrifice much of their income on rent and rising bills, and have less of it to spend on non-essentials, 61% of Gen Z see dining out as a treat reserved only for special occasions. 

 But with food still being such a key part of cultural experiences, and an earmarker of good taste in a highly performative culture, audiences still want ways to dine out that won’t break the bank. As a result, dining experiences that feel luxurious but sit at this lower price point have grown in popularity, from the rise of fast-casual restaurants like Wahaca or Busaba to the concept of getting a 

 – often used to refer to a trip to a bakery for a pastry – which has been heavily 

 (cheaper than many of the city’s fancy sandwich places) to the rise of what have been called London’s ‘mini martinis’, these spots are all about feeling fancy while also being frugal. 

The Guardian

35% of Zers enjoy ready-to-eat fresh meals one to three times per month, a figure that is deceptively high considering the lower wages many subsist on. 

McKinsey & Co

Aware that audiences are more cautious about eating out, restaurants are considering ways to get cash-strapped customers through the door. “It's more expensive for a restaurant to have an empty table than it is to make 

 Offering a discount asks the establishment to pay an upfront cost and lower their profits, in the hope that doing so will increase footfall and generate buzz around the restaurant.“We flip the narrative on its head: it's not a discount, you're not losing money. It's an initial, upfront marketing expense that then turns into an increase in revenue based on the additional customers and traffic you'll get,” says Green. 

 Weir agrees. “If a table would otherwise sit empty, the revenue opportunity is gone forever. For many restaurants, this isn’t cannibalising existing demand – it’s introducing entirely new customers to the brand.” 

While securing a sweet deal on a great meal is a point of pride for some, many will baulk at the idea. Within the industry, Richardson says that there are “some high-end luxury restaurants who want to distance themselves from discounting”, for fear that being seen to offer a deal will “cheapen the brand”. 

 The key, Weir says, is changing that perception. “When operators realise this is about introducing new diners to their venue during quieter periods – rather than promoting their brand as ‘cheap’– the conversation changes. It becomes a smart revenue and marketing decision, not a compromise,” he says. 

There can also be concerns that they will be treated differently by restaurant staff or looked down upon by other diners if they are seen to be using a discount, or that there could be a problem in the process whereby said discount is not honoured. “There’s definitely a stigma attached to traditional discounting. No one wants to feel like they’re having a second-tier experience,” says Weir. 

 about uncomfortable or awkward voucher experiences are commonplace. However, perhaps that perception is beginning to change as 90% of Britons have signed up to at least one loyalty programme, with a further 80% signed up to schemes at restaurants, cafés and bars. 

However, there is pressure for these schemes to yield instant results. The top barriers to enlistment are rewards that do not offer value (59%), are not relevant (65%), or are difficult to obtain (64%). 

 Shame of being seen to be using these schemes, however, is not listed and is not a contributing factor.

Indeed, these new discount platforms demonstrate that discounting is nothing to be ashamed of – that they can be used at a variety of locations, that the process is easy, and that they won’t be treated any differently for it. Those accessing deals through Appetite, First Table or Soft Launch London will simply have their deal referenced in the comment section of their booking, rather than needing to wave a coupon around. 

, meanwhile, does all the work for the diner, so that the discount is never disclosed or even known by the establishment in real time. This could be seen to be adding to the stigma that discounts are something to hide, but for many, the frictionless experience is appealing. “The last thing you want is to turn up and say, ‘Hello, I've got 25% off,' and the waiter or waitress has got absolutely no idea, and it makes both of them feel like they've messed up. Eliminating that type of feeling is really important.” 

As private sector wages grow at their slowest rate in five years, the ‘treats’ audiences can give themselves regularly have changed too. 

Office for National Statistics

Audiences are now seeking out dining experiences that feel premium but aren’t extortionate, such as a sizzling steak and sumptuous sides from Flat Iron, an establishment known for its affordable pricing strategy and discount schemes. 

Restaurant Online

 Many of the independent restaurants on these discount apps sit around a similar price point of £40 per head, rather than a fine-dining experience. It’s a treat, albeit one that feels worthwhile. If they can save 30% on the bill, then even better. “People like to feel like they're getting a good deal, but particularly at the moment, with the cost of living rising so much,” says Richardson. 

 Brands, then, can lean into the language and aesthetics of luxury while remaining transparent about value, positioning their product not as cheap, but as the smartest treat a diner can give themselves.

Audiences want to secure as many deals as possible, but don’t want to be treated differently for it. With these slick, subtle programmes, there is no need for users to alert the deal to the establishment– or even the person they’re dining with. “We wanted people to feel like, if they're going on a date, you can have no idea [the app is being used],” says Green. 

 This is something fast-casual spots, such as 

 and even Greggs, have achieved with virtual loyalty cards that offer exclusive deals, such as free coffees and birthday treats upon sign-up. 

PinkUn

Everyone feels differently about discounts, but audiences need to know that they’re still getting the same service and not being looked down upon. In fact, 80% say pricing and monetary rewards of loyalty schemes positively impact brand consideration. 

 Brands that package value as curation, making discounts feel like access rather than desperation, will be the ones that earn lasting loyalty.

At the height of recommendation-centric power, being seen to be ‘ahead of the curve’ is something many young audiences crave. “Being the person who knows about the new opening before it blows up, or who can recommend a small spot that hasn’t yet hit peak hype, signals curiosity. It says you’re engaged with your city,” says Weir. 

 Especially given that 36% of Britons find out about restaurant promotions or deals from social media. 

 Brands that can position themselves to an in-the-know crowd of creators who carefully choose what to promote will be seen as genuine rather than generically tasteful. While restaurants cannot pay to feature on Topjaw, spots from 

 have given the team a look behind the scenes, increasing interest in their establishments in the process. “A genuine recommendation nine times out of ten works better than the discount anyway. Restaurants get more people coming in [from UGC] than saying: ‘25% off tomorrow night,’” says Green. 

 of Gen Z see dining out as a treat reserved for special occasions while 

 of UK restaurant bookings in the summer of 2025 were made with a discount, compared to 

Since launching in London in mid-2025, dynamic pricing restaurant discount app EatClub has seen more than 

Amid a gruelling cost-of-living crisis, people want to feel like they’re still able to give themselves high-quality dining experiences that won’t break the bank

Many feel stigma around discounts, fearing an inferior experience, but if well-marketed, these schemes can become desirable

Social media users gain cultural capital from recommending places to eat on social media, whether they’re influencers or simply recommending to their peers

Mat Weir is the co-founder and CEO of First Table, an app allowing users 50% off tables in off-peak hours, which launched in New Zealand before coming to London.

Toby Green is the co-founder of Appetite, a social dining app where users can share user-generated food content and recommendations and access exclusive discounts and deals.

Jimmy Richardson is the founder of Soft Launch London, a website and email newsletter collating discounts and offering exclusive dining deals to their 56,000 subscribers.

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United Kingdom

Eating and Drinking

Travel and Leisure

UK 2.0

Amid the cost-of-living crisis, London foodies want to engage with the city’s premier food culture but without breaking the bank. In response, a wave of sleek, exclusive discount platforms and apps has arrived, showing that a good deal can be something to brag about just as much as a good meal

Analysis

Isobel Lewis

Mat Weir

Toby Green

Jimmy Richardson

Related Macro Behaviours

Critical Spenders