Dining out for Valentine’s Day, led by younger and frequent diners

New research from DineFind shows interest in dining out for Valentine’s Day is driven by younger and frequent diners.

While 23 per cent of overall diners plan to celebrate with a restaurant experience, this number jumps significantly among regular diners and younger age groups, highlighting the continued appeal of dining out for special occasions.

Younger diners are leading the charge, with 50 per cent of those aged 26-30 planning to dine out, followed by 38 per cent of those aged 21-25. Frequent diners—those who eat out four or more times per week—are also embracing the occasion, with 44 per cent planning to celebrate in restaurants. This group also exhibits the highest weekly dining spend at an average of $192, reinforcing the value of Valentine’s Day for the hospitality sector.

Among those dining out for Valentine’s Day, themed offerings are particularly popular. More than half (57 per cent) of Valentine’s diners express interest in special dishes or themed cocktails, while 44 per cent prefer having the flexibility to choose between set menus and the regular menu.

Notably, 25 per cent of diners would like Valentine’s Day menus to be available on dates beyond February 14, reflecting a growing preference for flexibility in celebration timing.

Live music also ranks as a desirable feature, with a quarter of diners indicating interest.

Other enhancements such as restaurant decorations, special extras like chocolates or roses, and keeping the regular menu available appeal to 17 per cent of Valentine’s diners.

The least popular feature? Set booking times, with only 13 per cent of respondents showing interest in fixed dining slots.

Key takeaways for restaurants

For hospitality businesses looking to optimise their Valentine’s Day offering, the findings suggest a focus on:

• Themed cocktails and special dishes as a top attraction.
• Maintaining menu flexibility, with options for both set and regular menus.
• Extending Valentine’s Day specials beyond February 14 to accommodate demand.
• Offering experiential elements like live music to enhance the occasion.

“The feedback demonstrates that restaurants should target regular diners who are already comfortable with dining out and willing to spend more for a memorable experience,” says a Restaurant Association of New Zealand spokesperson.

“With the right approach, Valentine’s Day remains a key opportunity for the hospitality industry to engage and delight diners.”