New insights show opportunity for hospitality operators to blend nostalgia and innovation in Christmas menus.
As festive planning ramps up across the UK hospitality sector, a new industry report has found that while classic dishes such as turkey and gravy remain firm favourites, there is a growing appetite, particularly among younger diners, for menus that reimagine tradition with creative flair.
The Premier Foods report, called Unwrapping festive flavour: Trends, traditions and touches, explores the behaviours, expectations and motivations of UK consumers who dine out during December. It includes data from a nationally representative survey1 of 2,000 adults who dine out in December and features expert commentary, practical takeaways, and a series of festive recipes tailored for foodservice professionals.
The report highlights festive dining preferences. While 45% of consumers prefer traditional flavours, 35% want a blend of classic and contemporary, and younger age groups are leading the charge for innovation – 18% of 25–34-year-olds favour a modern twist on the Christmas meal, compared to just 5% of those over 65.
“Tradition is undeniably important to festive diners, but we’re seeing strong demand for creativity too,” said Sadia Allam, foodservice channel controller at Premier Foods. “From Christmas dinner wraps to mincemeat crumble, chefs have a real opportunity to delight guests with dishes that nod to nostalgia while bringing something new to the table.”
Key findings from the report include:
- 63% of consumers dine out at Christmas to spend time with friends and family
- 88% say menu quality is a key deciding factor when choosing where to eat
- 61% like to see a menu that highlights popular branded ingredients such as gravy, custard or stuffing
- 19% plan to dine out on Christmas Day, with many still undecided – creating late-booking opportunities
- 84% believe hospitality staff can make or break a festive dining experience.
With 44% of diners willing to spend more on meals in December, the research shows clear opportunities for operators to drive bookings with pre-planned packages that offer value and reduce decision stress, branded ingredients that consumers trust, and festive offerings that extend beyond Christmas Day.
To help operators translate insight into action, the report features festive recipes including:
- Paxo festive scotch egg with cranberry and Bisto gravy
- Christmas dinner wrap with gravy dip
- Bird’s mincemeat crumble tart with cinnamon custard.
To access the full report, recipe inspiration, and expert insights, please visit: www.premierfoodservice.co.uk/news/christmas-guide-2025/
