The world of dine-in or dine-out is changing. For consumers, it is no longer a simple choice between eating out or staying in.
With restaurant bookings facing record-breaking declines, a new dining option is gaining ground – one that fuses the best of restaurant and home food. The Italians call this la terza via – the third way.
La terza via reflects the UK’s broader cultural changes: research shows consumers are increasingly seeking ways to make ordinary evenings feel special, whether for anniversaries, date nights, or intimate dinner parties. Premium food brands and supermarkets are waking up to this reality of changing British dining habits, with elevated ranges that allow shoppers to enjoy restaurant-style dining in the comfort of their own homes.
Increasing economic pressures mean that celebrating a special occasion in a restaurant is no longer the go-to option for many, with costs stacking up far beyond the cost of dinner, drinks and a 20% tip. These outings often also incur travel costs, such as fuel, parking and possible congestion fees. For parents, there are babysitting expenses too.
It is therefore no surprise that for ABC1 consumers, there is a growing demand for quality food offerings that deliver flavour and experience on par with restaurants, but without demanding advanced culinary skills or complicated and time-consuming preparation.
The fall in restaurant spend
The shift is clear: in 2024, restaurant spending in the UK fell by 6.7% as consumers cut back on dining out amid rising costs. While this trend challenges the hospitality sector, it has also created new opportunities for premium food brands to satisfy consumers who crave special meals.
At the same time, home dining is experiencing a renaissance. According to Kantar, nearly 70% of UK households report hosting more “occasion-led” meals at home compared to pre-pandemic levels, with supermarket premium ranges such as Tesco Finest and M&S Collection seeing double-digit growth in sales.
For many, the act of setting the table, lighting candles, and opening a bottle of wine has become an accessible alternative to booking a table in a restaurant.
Meanwhile, restaurants continue to feel the strain. OpenTable data shows UK restaurant reservations in 2024 were down almost 10% year on year, with mid-market casual dining chains hit hardest. Rising staff wages, energy bills, and food inflation have driven menu prices up by more than 13% in the past three years, further deterring consumers from dining out regularly.
The equation is simple: consumers are still hungry for indulgence, but they also want value, control, and comfort. Dining at home provides exactly that. It removes the uncertainties of service, noise, and availability while allowing people to enjoy high-quality ingredients and restaurant-style experiences at a fraction of the cost.
Crucially, it also creates an intimacy that dining out cannot always match – a space where friends and family can linger without time limits or hidden extras on the bill.
Consumers no longer believe special occasion dining only happens in expensive restaurants. But as special occasion dining continues to grow, the demand for la terza via shows the distance food brands have come, as they increasingly hold their own against restaurant-quality food.
The growth of la terza via is more than just another option; it signals a dining evolution.
David Milner, executive chairman at Crosta Mollica
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