Diners ditched dinner and large group bookings over Easter weekend, new insights from leading hospitality technology provider, Zonal, show.
The data shows that nearly half (44%) of all bookings made during lunchtime hours over the long weekend happened on Easter Sunday, with lunch making up 60% of total reservations on that day.
Across the four-day weekend, lunch remained the most popular time to dine on Sunday and Monday, comprising 56% of all bookings compared to just 28% for dinner.
In contrast, dinner proved to be more popular on Good Friday and Easter Saturday, making up 44% of bookings made on those days, compared to only 34% for lunch.
The data also revealed that experiences with fewer diners were favoured over larger group gatherings, with bookings for two people making up 33% of all reservations across the Easter weekend.
Tim Chapman, Chief Commercial Officer at Zonal, commented: “This Easter weekend, lunch clearly led the way in dining preferences, particularly on Sunday and Monday, when it accounted for 56% of bookings compared to just 28% for dinner.
“Unlike other celebratory events that are often associated with evening socialising and late-night gatherings, Easter typically emphasises daytime activities, such as family lunches, egg hunts, and community events. As a result, many chose to dine out earlier in the day, reinforcing lunch as the dominant mealtime.”