Survey reveals London dining habits

A survey of 400 diners living in the capital found that less than one in ten would choose a restaurant based on the reputation of its head chef, making it one of the least influential factors when eating out.

The majority (68 per cent) said local sourcing and provenance was the main requirement when selecting a restaurant, with ambiance, restaurant reputation and table availability also rating highly. One in five said they would be influenced by the availability of special deals or offers.

Nearly half (45 per cent) of Londoners said they would prefer to dine locally than travel outside of their area for a meal.

Eating out​

The survey suggested that London’s eating out scene is thriving despite a tough economic climate, with the majority of Londoners (76 per cent) claiming they would give up other luxuries before sacrificing a meal out.

One in five said they would reduce the amount they spend on personal grooming to save money for a meal out, while 19 per cent said they would shop for groceries at a cheaper supermarket.

A further one in five said they would reduce their alcohol consumption, whilst one in three would take steps to reduce their overall nights on the town to keep dining out with friends.

Ryan Gatward, general manager at Gilgamesh, told BigHospitality: "London has a burgeoning restaurant scene so we thought it would be interesting to delve into further details about what Londoners look for when they go out to eat.

"The strength of dining options is continually growing, so it’s understandable that Londoners like to cut back in other areas in order to go out to various different places and that the quality of food is what’s most important in a venue they decide upon.”