Dining Out Reigns Supreme: The #1 Splurge People Won't Give Up

Even in an age of inflation and economic uncertainty, one indulgence continues to top the list for consumers across the globe: dining out. According to the McKinsey Consumer Wise Global Sentiment Survey, 35% of consumers say they are still splurging on restaurants, dining out, and bars—more than any other category.

That means more people are prioritizing a night out at their favourite local spot than they are spending on groceries (32%), travel (30%), or clothing (29%).

Why? Because dining out is about more than just food. It's about connection, convenience, and experience. Whether it’s a cozy dinner with friends, a spontaneous date night, or a solo visit to the neighbourhood bar, people are willing to cut back in other areas before they give up the luxury of eating out.

The Restobar Advantage: Where Brands Meet Eager Audiences

This consumer behaviour presents a golden opportunity for advertisers—and that’s where UB Media’s Restobar network comes in. With screens placed strategically in Canada’s most popular restaurants, bars, and lounges, we help brands tap into the one space people refuse to give up.

Our Restobar environments offer:

• Captive attention: Diners are relaxed, unhurried, and receptive—perfect conditions for memorable advertising.

• Social settings: Messaging is more likely to spark conversation and word-of-mouth in a group setting.

• High dwell times: Guests often spend an hour or more enjoying their meal or drinks, giving ads more time to make an impression.

• Premium placements: Our digital screens are eye-catching and integrated seamlessly into the venue’s aesthetic.

With the data now clearly showing that dining out is a top priority for consumers, the Restobar network isn’t just a media buy—it’s a smart strategy for brands looking to reach their audience where they’re already choosing to be.

Source: McKinsey ConsumerWise Global Sentiment Survey, Feb 2025, n = 4,000.