Dinner at 6? Why Gen Z Are Reshaping Hospitality — and What It Means for the Rest of Us

Once upon a time, the 8:30pm dinner slot was a badge of honour. Now? It’s looking a bit… geriatric.

According to OpenTable, bookings at 6pm have surged — up 11% in London and it’s Gen Z leading the charge. Their logic? Eat early, skip the booze, smash the gym in the morning. And maybe post about it.

Welcome to the age of optimised dining - where meals are efficient, socialising is sober-curious and anything that delays bedtime is suspect.

But don’t mistake it for a niche trend. This shift is reshaping how all age groups dine and it’s changing the business of hospitality in the process.

From Social Ritual to Scheduled Slot

This isn’t just about eating early, it’s about eating differently.

- Gen Z want purpose-driven meals: quick, nourishing, and part of a bigger self-improvement plan.

- Millennials are planning around kids, routines and rising costs.

- Boomers are going big on indulgent lunches, wellness menus and daytime dining.

We’re witnessing a move from just “hanging out” - replaced by something you can add to your calendar and feel good about later.

The New Dining Code

These shifts aren’t seasonal. They’re structural. And they come with clear implications for operators.

Earlier is better

4–7pm is no longer filler. For some, it’s the main event. And they expect it to feel like one.

Sobriety isn’t niche

Non-alcoholic isn’t an add-on. It’s a category. If your drinks menu doesn’t take it seriously, your guests won’t take you seriously.

Functional, not faddy

Menus that support energy, clarity and gut health are becoming the default. Protein-forward, nutritionally considered, still indulgent.

Shorter dwell time, same impact

A lot of guests aren’t here all night — but they still want to feel like it was worth going out.

Experience without excess

The middle ground between formality and speed is where trust — and revenue — is being built.

This Is Bigger Than Gen Z

This isn’t a war on pleasure. It’s a redefinition of it.

For some, pleasure is still a late-night negroni and tiramisu. For others, it’s dinner at 6, home by 9, and a clear head in the morning.

Smart brands are designing for both.

The ones who win won’t just look good. They’ll sync with how people live now.