Few industries capture the essence of the UK quite like food and drink. From high streets buzzing with independent cafés and Michelin-starred restaurants to historic pubs and craft breweries, food and drink isn't just about sustenance - it’s about experience. Whether it’s a Sunday roast with all the trimmings, a perfectly poured pint, or the latest plant-based innovation, the UK’s love affair with food and drink continues to evolve, shaping consumer habits and business strategies alike.
Food and drink are a powerhouse for the UK economy 🍽️
The food and drink industry isn’t just a national favourite - it’s an economic heavyweight. Contributing over £30 billion annually and employing more than 400,000 people, it’s the UK’s largest manufacturing sector. Plus, beyond production, hospitality and retail businesses centred around food and drink generate millions of jobs, making it a vital pillar of economic activity.
Despite inflation, supply chain challenges, and shifting consumer demands, the industry continues to evolve. Premium dining experiences, meal subscription services, and sustainability-focused food brands are thriving, proving that adaptability is the secret ingredient for long-term success. Consumers are looking for more than just a meal - they want convenience, quality, and ethics on the menu.
A cultural staple that's always evolving 🌱
From classic fish and chips to cutting-edge fusion cuisine, the UK’s culinary landscape reflects its diverse population. The street food scene is thriving, food festivals are bigger than ever, and social media trends continue to influence what’s hot (and what’s not) in the food world. And while home dining and meal delivery services saw a boom during the pandemic, there’s still something special about heading out for a meal or grabbing a coffee with friends.
But convenience is king. Digital-first hospitality, frictionless payment options, and mobile ordering are becoming the norm. Restaurants, cafés, and food retailers need to keep pace with these changes to stay competitive. The brands that blend great experiences with seamless digital solutions are the ones winning over today’s food lovers.
Health-conscious consumers drive demand for quick, nutritious options 🍏
With health and wellness becoming a bigger priority, consumers are looking for quick and nutritious food options that don’t compromise on quality. The rise of meal subscription services like Huel, HelloFresh, and Gousto highlights this shift, as people seek convenient solutions that fit their busy lifestyles without sacrificing balanced eating. Whether it's protein-packed shakes, pre-portioned meal kits, or plant-based alternatives, the demand for accessible, health-focused food continues to surge.
Brands that tap into this movement - offering transparency around ingredients, high-protein and low-sugar options, or meal plans catering to dietary needs - are gaining loyal customers. As food choices become more intentional, businesses that prioritise health, convenience, and sustainability will stand out in an increasingly competitive market. We're not saying you need to be serving healthy food to thrive - but it is a trend.
The role of gift cards in food and drink 🍷
One trend that’s making waves across the sector? Food and drink gift cards. Whether it’s for a loved one or as part of a business rewards strategy, gift cards are a flexible, high-impact way to drive engagement.
For B2C, food and drink gift cards make for an easy, thoughtful gift. Whether it’s a voucher for a high-end dining experience, a flexible multi-restaurant card, or a coffee subscription, they offer the freedom of choice - perfect for birthdays, celebrations, and even a ‘just because’ treat. Given the UK’s strong gifting culture all year round, these cards provide a simple way to share great food experiences.
On the B2B side, food and drink gift cards are proving to be a go-to for corporate rewards, employee incentives, and customer loyalty programs. Brands are using them to recognise high performers, build stronger client relationships, and incentivise purchases. With options ranging from supermarket gift cards to restaurant dining experiences, they’re a versatile way for businesses to reward and engage their audiences. 🎁
Helping restaurants keep customers coming back ✅
With more consumers turning to takeout and delivery services, footfall in physical restaurants has been impacted. While delivery platforms increase visibility, they also take a significant commission on each sale. Restaurant-specific gift cards can help businesses keep spending within their own ecosystem, encouraging customers to dine in or order directly rather than through third-party platforms that may take a cut.
Another benefit? Gift card upsell. Studies show that when people receive a gift card, they tend to spend more - often 30% above the card’s value - treating themselves to extra courses, premium drinks, or higher-end menu options they might not typically choose.
Gift cards also play a role in customer retention and service recovery. While every restaurant strives to deliver a flawless experience, sometimes things don’t go to plan. Instead of issuing a refund when a customer has a less-than-perfect visit, offering a gift card keeps that revenue within the business and encourages the customer to return for a better experience next time.
Food and drink: a sector that's built to last
The UK’s food and drink industry isn’t just surviving - it’s adapting. From innovation in dining experiences to the rise of digital gifting, brands that keep pace with changing consumer expectations will continue to reap the rewards.
But with food and drink spend down in some areas, the cost of living crisis means eating out is becoming more of a luxury for many. That’s where gift cards offer real value - not just as a convenient present but as a way to give people the freedom to enjoy dining out again.
With food and drink gift cards playing an increasing role in both personal and corporate gifting, there’s never been a better time to explore their potential. Whether you’re looking to boost customer engagement, reward employees, or drive new revenue, gift cards are a strategic ingredient that no brand should overlook.
So, what’s next on the menu for your business? 🍴
