Half of Canadian diners keep spending after the bill arrives. That's one of the clearest findings in OpenTable's new Canadian research, released October 23, 2026, and it changes how brands should think about restaurants and bars.
A meal out is rarely a single purchase. It's the anchor of a night out: drinks before, a movie or some shopping after, and plenty of decisions along the way. For advertisers, that makes the restobar one of the most valuable places to reach Canadians, right in the middle of the moment.
What the data says
OpenTable surveyed 1,503 Canadians who dine out and found that half of them spend money at nearby businesses before or after their meal. Those diners spend an average of $133 at places like shops and cinemas.
The pattern gets stronger with younger audiences:
All Canadian diners: 50% spend at nearby businesses before or after a meal
Millennials: 61%
Gen Z: 65%
Dining out is also growing. OpenTable's reservation data shows dining in Canada rose 13% year over year, from July 2025 to June 2026. And 91% of Canadian restaurants surveyed say they play an important role in their local economy.
Why this matters for brands
Most media reaches people before they leave home or after they get back. A restobar reaches them while they're out, with money to spend and the rest of the night still ahead of them.
Think about what happens at the table. Friends decide which movie to see, where to go for the next drink, or what to pick up on the way home. A brand on screen in that setting is part of the conversation as those choices are made.
That makes the restobar a strong fit for:
Entertainment and cinema releases, since diners head to theatres after their meal
Beverage and spirits brands, reaching guests while they're ordering
Retail, fashion and tech, where diners shop before or after eating
Travel, auto and financial services, reaching social, out-and-about adults in an unhurried moment
The right mindset for your message
Where an ad appears shapes how it's received. Restaurants and bars are places Canadians associate with connection and feeling good. According to OpenTable's survey:
89% of diners say local restaurants, pubs and cafés help build a sense of community
83% agree that dining out locally brings people together and improves personal and social well-being
58% say they're likely to book a restaurant meal to feel better or reconnect when they're stressed or feeling low
That's a positive, social, relaxed mindset. Guests aren't scrolling past a message or skipping it. They're settled in, in a space they chose to be in. Brands can show up there with relevance rather than interruption.
Gen Z makes the restobar a must-buy
Gen Z is the generation most likely to turn a meal into a full night out. 65% spend at nearby businesses before or after dining, more than any other age group in OpenTable's research.
They're also spontaneous. 43% of Gen Z diners say they've missed a reservation without cancelling at least once in the past year, compared with 20% of all diners. Plans change on the fly, and the next stop is often decided in the moment.
For brands trying to reach Gen Z, that's the opportunity. Many brands struggle to reach them at home, but they're out, social and making decisions in restaurants and bars.
How UB Media puts your brand at the table
UB Media operates the largest national Restobar network in the Canadian industry. Our UB TV screens are in restaurants and bars across the country, putting your message in front of Canadians while they're out, relaxed and deciding what's next.
Our Restobar network works even harder alongside our other environments. With diners heading to cinemas after their meal, our Cinema network lets brands follow the night out from start to finish: the conversation starts at the table and continues on the big screen. Add our Campus network to reach students and Gen Z throughout their day.
The result is one partner and one plan to reach Canadians in the real-world places where they spend their time and money.
The night starts at the table
Canadians are dining out more, and when they do, they keep going. Half of diners spend at nearby businesses around their meal, and for Gen Z it's nearly two in three. The restobar isn't just a place people eat. It's where the night out begins and where the next purchase gets decided.
Is your brand there for that moment? Get in touch with the UB Media team to see how our Restobar network can put your message at the table.
Source(s):
OpenTable report highlights restaurants' economic impact on Canadian communities, Retail Insider, October 23, 2026. Survey by Ripple Research of 1,503 Canadian consumers who dine out and 305 Canadian restaurant workers, conducted July 28 to August 4, 2026. Reservation trends are based on OpenTable data from July 2025 to June 2026.