"The data shows they under-deliver on experience" Peter Martin said. "That is not just a gap. It’s a red flag.

"In a tightening market, the winners won’t be those who can compete on price – but those who compete on significance. Your new brand promise needs to move on from ‘everyday value’ to ‘unforgettable when it counts’."

The 125 Data & Insights: 2025 State of the Nation Report is a deep dive into how today’s economic climate is reshaping hospitality. Drawing on feedback from over 25,000 UK consumers, it explores when people choose to eat out, how sensitive they are to pricing, and — most importantly — what makes them feel their experience was truly “worth it.”

The findings are clear; value is no longer defined by discounts. Guests are looking for emotional return on investment. Celebrations come with sky-high expectations, and many operators are failing to meet them. Winning brands won’t compete on price — they’ll compete on significance.

Packed with practical insights on behaviour shifts, social discovery, service expectations and loyalty drivers, this report is essential reading for any brand looking to futureproof their guest experience.

The full report is available to download here.