Restaurants: What time of day do consumers visit the trade?

Why It’s Trending

• The on‑premise sector has undergone a seismic shift in visit timing since the COVID‑19 lockdown of 2020, with brunch emerging as the fastest‑growing occasion and late‑night venues facing decline.

• Younger consumers—especially Gen Z—are redefining social routines by favouring daytime experiences over traditional evening and nightclub visits.

• Economic pressures have altered spending behaviour, yet brunch remains a resilient occasion for premium spend despite broader consumer belt‑tightening.

• Social media amplification of brunch culture and the decline of late‑night socialising due to digital alternatives (dating apps, streaming) have cemented this shift as a lasting trend.

Overview

Brunch has transcended its status as a luxury hotel offering to become the premier daypart for on‑premise visits, driven by a diverse consumer base seeking both social connection and elevated beverage experiences. Conversely, nightclubs have seen significant closures and reduced frequency of visits, shifting from weekly staples to occasional “treat” destinations. Together, these shifts represent a fundamental realignment of consumer behaviour in the on‑premise landscape.

Detailed Findings

• 39% of 21–24‑year‑olds report brunch as their top reason to visit bars and restaurants, compared to only 17% who choose early evening visits.

• Brunch favours female participation slightly (51% female vs. 49% male) but also attracts parents (47%).

• Average spend on a standard cocktail at brunch is $12.49—higher than any other daypart—and climbs to $17.20 for premium cocktails.

• Beer and non‑alcoholic beverages gain share during brunch, driven by concerns over alcohol content (47%) and calorie information (35%).

• Since March 2020, nearly 20% of U.S. casual nightclubs have closed, leaving under 5,000 operating venues.

• High Energy Venues, which include nightclubs, show consumers spending disproportionately more on alcohol per visit despite lower average incomes, highlighting potential for trade‑up opportunities.

Key Takeaway

The era of brunch dominance has arrived in the on‑premise sector, while late‑night socialising shifts from routine activity to infrequent experiential treats. Operators must capitalise on daytime spend occasions and reposition high‑energy venues as premium, memorable experiences rather than regular gathering spots.

Main Trend

Name: Daypart Transformation Description: A permanent shift in consumer visitation patterns toward daytime social occasions—particularly brunch—and away from routine late‑night nightlife.

Consumer Motivation

• Desire for social connection in a more relaxed, daytime setting

• Interest in value and experience over mere consumption

• Health and wellness considerations (lower alcohol intake, calorie awareness)

Drivers of the Trend

• Pandemic‑induced behavioural changes (preference for earlier socialising)

• Rise of digital entertainment and dating platforms reducing late‑night appeal

• Economic uncertainty prompting prioritisation of occasions perceived as offering higher value

• Social media celebration of brunch culture and lifestyle content

Motivation Beyond the Trend

A deeper cultural move toward wellness‑oriented, balanced lifestyles that prioritise meaningful social experiences over excessive consumption. Consumers seek occasions that align with holistic life goals—social, emotional, and physical.

Consumer Profile

• Age: Predominantly 21–34 (Gen Z and young Millennials)

• Gender: Balanced participation with slight female skew at brunch

• Income: Middle‑income households ($50k–$100k annually) willing to allocate discretionary spend to social occasions

• Lifestyle: Digitally connected, experience‑driven, health‑aware, socially conscious

Conclusions

Brunch has emerged as the unequivocal growth engine for the on‑premise sector, attracting diverse demographics and commanding premium spend. Late‑night venues must reinvent themselves as infrequent experiential destinations, focusing on quality of experience over frequency of visits.

Implications for Brands

• Develop menu and drink innovations tailored for daytime consumption (low‑ABV cocktails, beer flights, brunch‑style pairings).

• Leverage social media platforms to amplify brunch culture through influencer partnerships and user‑generated content.

• Reposition nightclubs as exclusive, high‑impact experiences with elevated pricing and limited availability to preserve perceived value.

Implications for Society

• Shift toward balanced, wellness‑focused social habits

• Decline in alcohol‑centric nightlife may reduce negative public health and safety outcomes

• Increased demand for flexible hospitality hours and family‑friendly environments

Implications for Consumers

• Greater access to curated, experiential dining and drinking occasions

• Enhanced awareness of alcohol content and health implications

• Opportunity to prioritise social connection over substance

Implications for Future

• Continued expansion of daytime occasion offerings across all on‑premise segments

• Growth in no‑ and low‑alcohol beverage categories

• Evolution of nightlife into premium, less frequent experiential events

Consumer Trend

Name: Experience‑First Dayparting Description: Consumers increasingly prioritise daytime social occasions that blend high‑quality food and beverage with memorable experiences, driving growth in brunch and midday visits.

Consumer Sub‑Trend

Name: Wellness‑Infused Socialising Description: Social occasions designed around health and wellness values—lower alcohol, nutritious menus, and balanced pacing.

Big Social Trend

Name: Lifestyle Realignment Description: Societal shift toward work‑life balance and intentional leisure, redefining traditional social patterns and consumption moments.

Worldwide Social Trend

Name: Daytime Hospitality Surge Description: Global increase in demand for daytime restaurant and bar experiences as primary social occasions, replacing conventional evening-centric models.

Social Drive

Name: Meaningful Connection Description: Underlying human need for authentic social interaction driving preference for curated, experience‑led occasions.

Learnings for Brands in 2025

• Prioritise flexible service models that span breakfast through early evening • Innovate beverage menus with health‑forward, lower‑ABV options • Use data analytics to track daypart performance and consumer preferences in real time

Strategy Recommendations for Brands in 2025

• Launch limited‑time brunch menus featuring elevated signature cocktails and shareable plates • Create branded “experience moments” (bottomless brunch, cocktail masterclasses) to drive premium spend • Forge partnerships with wellness and lifestyle influencers to amplify brand positioning

Key Concept

Daypart Transformation signals the permanent elevation of brunch as the core growth occasion for on‑premise, while late‑night venues must shift to infrequent, high‑value experiential models.

What Brands & Companies Should Do in 2025

• Invest in infrastructure and staffing for extended daytime service hours • Develop segmented marketing strategies for brunch versus high‑energy experiences • Leverage technology (reservation apps, loyalty programs) to personalise daypart offers and capture detailed consumer insights

Final Note

• Core Trend: Daypart Transformation — the shift from evening‑centric to daytime‑driven social occasions

• Core Strategy: Experience‑First Offerings — designing menus and environments that prioritise memorable daytime experiences

• Core Industry Trend: On‑Premise Daypart Expansion — growth in brunch and midday visits as primary revenue drivers

• Core Consumer Motivation: Meaningful Connection — preference for authentic social experiences aligned with wellness and lifestyle values

• Final Conclusion: The future of on‑premise hospitality hinges on embracing daytime social occasions as primary growth engines and repositioning late‑night venues as premium experiential destinations.

• Core Trend Detailed: Daypart Transformation encapsulates a fundamental realignment of hospitality demand—where brunch and daytime experiences become central to consumer social lives, requiring operators to innovate service models, menus, and marketing to capture shifting preferences in 2025 and beyond.

Source: https://cgastrategy.com/usa-what-time-of-day-do-consumers-visit-the-trade/