Almost one in five guests now ask AI where to eat and drink, say Zonal and NIQ
Reviews, prices, menus and opening times are what they look up, and the heaviest users are frequent, higher-spending guests.
Zonal's latest GO Technology report, run with NIQ, found 19% of British consumers turn to AI, such as ChatGPT or the AI summaries in search results, when choosing a pub, bar or restaurant, The Morning Advertiser reports. Another 50% said they were considering it. The survey covered more than 5,000 people.
What AI users look up - Reviews and ratings: 45% - Typical food and drink prices: 43% - Menus: 38% - Opening times: 35% - Deals and discounts: 28%
Who uses it most Guests eating out over three times a week are 42% likelier to use it than those going once or twice. Among people who usually spend more than £60 on a night out, 23% use it. Use reaches 34% among Gen Z, and 39% in London against 16% elsewhere.
Word of mouth still leads: 47% go on what friends and family recommend, 32% on online reviews and 25% on venue websites. NIQ's Karl Chessell said accuracy and protecting a brand's reputation are the big challenges as these tools grow.
What it means for your venue: an AI answer can only repeat what it finds about you. Check that your menu, prices and hours match across your Google profile, website and booking pages, reply to recent reviews, and keep any current offer written out in plain text, not just in an image on social.
Source: The Morning Advertiser (opens in a new tab)
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