New technologies enabling restaurants to find their customers in novel ways, TheFork research shows

Research from TheFork, a TripAdvisor owned restaurant booking platform, reveals that more UK diners actively seek deals when dining out. Based on an analysis of the company’s UK booking data, 40% of bookings were made with a special offer.

According to a Mintel survey, 76% of consumers expect to spend the same or less on dining out and takeaways this year compared to 2023. As budgets tighten, TheFork suggests that special offers are one way to attract and retain diners.

The data further reveals that Brits are particularly drawn to substantial savings. Of those booking with special offers: 60% opted for 50% discounts, underscoring the popularity of big price cuts; 20% booked 30% discounts, the second most popular offer; Nearly one in six diners chose 20% off, making it the third most booked deal.

Regionally, London emerged as the UK’s top hotspot for discount dining, with 49% of bookings made with special offers in the capital. Other cities also showed a strong interest in dining bargains: Cardiff: 29%; Birmingham: 23%; Manchester: 22%; Brighton: 19%; Edinburgh: 14%.

Looking ahead to 2025, restaurants are leveraging technology strategically to thrive in a challenging climate. Tools like TheFork Manager allow companies to monitor and limit no show diners, with the platform automatically deactivating the accounts of those users who make four no-shows within 12 months.

More controversial tactics like ‘dynamic pricing’ are also on the rise, with chains like Wendy’s expected to adopt it in 2025.

As with so many other industries, the advance of AI tools has accelerated in 2024 and that trend looks to continue into 2025. Restaurants like Dishoom have adopted an AI tool for inventory management that has reduced food waste by 20%.

Additionally, innovations like ‘Attendance Prediction’ are enabling restaurants to create the best value possible for their diners. Major chains like Burger King have implemented a system in which a technology gathers various criteria (weather, season, major local events, etc.) to predict attendance, allowing them to staff and stock accordingly.

“The UK’s dining habits are evolving as people look for ways to enjoy great eating out without breaking the bank,” says Patrick Hooykaas, Regional Managing Director at TheFork.

“Our data shows that diners continue to appreciate value. As we look to 2025, we anticipate the focus on affordable dining will also grow as the cost-of-living continues, and we’re excited to continue supporting diners and restaurants alike by offering even more ways to discover and enjoy incredible meals at great prices.”

2024 RTIH INNOVATION AWARDS

AI was a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last month’s gathering.