Spend per head on a night out has slowed to 2.1% growth, and flatlined in London

The Night Time Industries Association says pricing has hit a ceiling, using CGA by NIQ consumer research released before the Budget, Caterer Licensee reports.

The figures - Average reported spend per head on food and drink in pubs, bars and restaurants: £28.06 in 2026, up from £20.95 in 2020. - Growth from 2025 to 2026: just 2.1%. - London: £30.09 in 2025, £30.08 in 2026. Flat.

The NTIA view: chief executive Michael Kill said higher spend reflects operators passing on costs, not a stronger sector, and that guests cannot keep absorbing rises. The NTIA has since said the Budget fell short for the night-time economy.

So what for your site: if your plan for the February duty rise and April 2027 wage rises is another round of price increases, test it against this. Look at where your spend per head has actually moved this year, which lines guests are trading down from, and where a mix or labour change could do the work a price rise can't.