While our friends over in Italy and Spain might be famous for their long, late-night suppers, when I’m making a dinner reservation, I opt for the standard 7pm.
I have long assumed this is the norm – anything earlier, and I wouldn’t be hungry – and frankly, eating during the late-afternoon feels a bit…uncool?
But it turns out, Gen Z are switching it up. According to new research from OpenTable, 6pm is an increasingly in-demand time to eat out – with reservations for this time increasing by 11% in London and 6% UK-wide.
Another 2024 study found that Gen Z were the most likely to make an earlier dinner booking.
It’s behaviour that saw one Gen Z TikToker dubbed a ‘senior citizen’ by her parents, and has even been branded ‘loser’ behaviour. So why the need to eat so early?
Why are Gen Zs eating dinner earlier?
Seeking control
The younger generation is famously fond of ‘boundaries’, and an earlier dinner dates represent a fundamental shift in this boundary-setting.
‘Dining at 6pm may reflect a broader change in how people are structuring and managing their time,‘ Irene Scopelliti, professor of marketing and behavioural science at Bayes Business School, tells Metro.
‘One key concept here is time affluence – the feeling of having more time. An early dinner extends the perceived length of the evening and creates a sense of control.’
According to another 2024 OpenTable study, 39% said early booking allowed more free time afterwards to enjoy their evening solo.
Irene adds that being exposed to uncertainty for a prolonged period of time can sometimes lead people to ‘seek greater control and predictability in their personal environments.‘ And this might extend to Gen Z.
Irene adds: ‘This stronger preference for structures and routine among a demographic whose formative years have seen economic disruption, climate anxiety and geopolitical conflict.‘
A new way of working
The pandemic having a long-lasting affect on how we work may also have had an impact. As hybrid working patterns blur lines between work and home, Irene says people have ‘new markers that signal this transition.‘ The 6pm dinner marks a clear break between the structured environment of work and the freedom of personal time.
‘A 6pm dinner may serve as a behavioural cue to end the workday,’ she says. ‘It also sets a socially binding deadline to stop working, as once a plan is set, research shows that individuals are more likely to follow through.‘
Penny pinching
There’s also the financial aspect to consider. Gen Z come of age during a cost-of-living crisis, and can be more money-conscious than their elder counterparts. One 2024 study from Barclays revealing that they’re more likely to take a considered approach to spending, both in terms of how much they spend and what they consume.
There’s often a gain to be had from booking an earlier dinner slot. For example, the First Table initiative offers diners in London the chance to book the first available table (often as early as 5pm on weekdays) for a 50% discount – a no-brainer amid a cost-of-living crisis that’s squeezing British diners out of a meal out. For many, it’s a treat – and a rare one at that.
Fitness fans
And, health-conscious Gen Z may be weighing up the health benefits too. A 2019 study found that those who eat late at night (within two hours of sleep) are 50% more likely to be impacted by obesity.
Gen Zers are breaking from binge drinking habits, with research from Drinkaware finding that 16 to 24-year-olds were the most likely cohort to be sober.
Gym memberships among Gen Z have also almost doubled since 2020, and 30% are regularly working out at the gym, compared to between 15 and 25% of the total adult population. A 6pm start inevitably means and early night – meaning you can get up for that 6am gym class.
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