One in three younger UK adults use AI to pick pubs and restaurants

New research from Brew finds AI tools are becoming a real part of venue discovery, with 33% of 25- to 34-year-olds using them to choose pubs or restaurants. The shift matters because more than half of consumers now research venues online before visiting, making digital visibility critical for footfall.

Why it matters: - AI is moving into the moment when people decide where to eat and drink, not just how they search. - Brew's research suggests venue choice is now shaped by search results, social platforms and AI-generated recommendations before customers ever walk in. - Hospitality operators that are not visible online risk losing customers earlier in the decision process.

What happened: - Brew published its latest Pints & Profits report on June 18, 2026, in Birmingham. - The report found that 14% of UK adults have used AI to find pubs or restaurants. - Among adults aged 25 to 34, that figure rises to 33%. - Brew will present the findings in a free webinar on June 26, 2026. - The webinar will feature Stephen Waddington, author of Pints & Profits 2026, and Matthew Bowell, Director at Brew. - Registration is available here.

The details: - The report draws on a survey of 1,000 UK adults. - It also uses website analytics from more than 2,000 hospitality venues and interviews with operators across the sector. - 62% of consumers research venues online before visiting. - 37% of adults visit a pub at least once a week. - 58% engage with special offers and promotions online. - 41% engage with food and drink photography. - 69% of 25- to 34-year-olds engage with events content. - Only 39% of consumers are likely to leave an online review. - Food quality ranks ahead of price, location and reviews when consumers choose where to visit. - 79% of consumers cite socialising as a reason for visiting pubs. - Brew said people are visiting pubs less often than a few years ago because of cost, but visits are more planned and more purposeful. - Adam Cox, Technical Director at Brew, said consumers now move from friend recommendations to Google to AI tools when planning a night out. - Matthew Bowell said customers are checking menus, photos, events and options before they leave home. - The full report is available online.

Between the lines: - The report points to a widening gap between operators with dedicated marketing support and those relying on ad hoc activity. - Brew argues digital channels have become part of the customer experience, which raises the stakes for search, content and review management. - The growth of AI discovery does not replace other channels; it adds another layer to an already crowded competition for attention.

What's next: - Brew will use the June 26 webinar to walk operators through AI discovery, digital visibility, customer decision-making and practical marketing steps. - The agency says the 2026 edition will help hospitality businesses adapt to faster-changing discovery habits. - Brew said the shift it identified in 2024 has accelerated over the past two years.

The bottom line: - Pubs and restaurants are no longer just competing on product and price; they are competing for visibility at the exact moment consumers ask AI where to go.