Northern Hospitality outperforms South in Site Growth and Customer Experience

New research reveals Northern cities are driving hospitality excellence, with pubs and bars leading the way in growth and resilience amid industry stabilisation

The latest data from Northern Restaurant & Bar (NRB) and CGA by NielsenIQ reveals that the North of England has demonstrated stronger resilience and growth in Britain’s licensed hospitality sector compared to the South. 

The study, which tracks a wide range of licensed venues including pubs, bars, restaurants and nightclubs, shows that while the industry as a whole has stabilised after previous declines, major Northern cities have outperformed their Southern counterparts in both site growth and  feedback from customers.

The report shows a total of 99,120 outlets operating across Great Britain in December 2024, compared to 99,113 in December 2023. This represents a year of stability following industry declines in both 2022 (-4.5%) and 2023 (-2.9%). 

While the market as a whole remains stable, significant regional differences have emerged, with the North demonstrating stronger performance than the South. The North recorded a modest site growth of 0.1% in 2024, while the South experienced a slight decrease of -0.2%. 

Liverpool, Chester, and Sheffield emerged as the strongest performers in the North, each recording a 2.4% increase in site numbers - significantly outperforming both the national average (0.0%) and London (1.6%). 

Leeds (1.5%) and Manchester (0.1%) also showed incremental growth, reinforcing the North’s steady expansion. In contrast, key Southern cities such as Birmingham (-0.7%) and Bristol (0.1%) experienced stagnation or decline. These figures suggest an edge in resilience for major Northern hospitality hubs.

Pubs and bars are among the strongest performers in the North, with visits increasing by 4% in 2024, while the South experienced a decline of -1%. The data also signals a shift in consumer habits, with nightclub visits down by 5% in the North and 2% in the South, reinforcing the move toward more community-focused venues and casual socialising.

The North’s growing reputation for hospitality excellence is attracting major investment, with an expanding mix of high-profile openings from both homegrown and national brands. Notable additions include Skof in Manchester by Tom Barnes, formerly Head Chef at Simon Rogan’s three-Michelin-starred L’Enclume, and Chartwell at Aldwark Manor Estate in North Yorkshire, which has already earned three AA Rosettes. Additionally, Fifty Two at Rudding Park Hotel in Harrogate has recently secured a place in the Michelin Guide.

Operators such as Roxy Leisure Group, Concept Taverns, and Mission Mars (the group behind Albert’s Schloss and Rudy’s Napoletana) are reinforcing the North’s position as a dynamic hospitality hub, with concepts that resonate strongly with both locals and visitors. While historically, brands have expanded from London outward, an increasing number of Northern-born hospitality brands are now moving successfully into the capital.

Beyond site growth, the North is also outperforming the South in customer experience and feedback. Satisfaction levels across the region consistently outperform those in the South, with significant improvements in key areas. Consumers in the North report superior food quality (+1.0%) and drink quality (+4.0%), alongside more impressive service (+3.0%) and shorter wait times (+2.0%). Furthermore, the North provides better value for money (+2.0%) and a stronger overall sense of satisfaction with the visit (+2.0%), highlighting its commitment to delivering an outstanding experience.

These positive metrics underscore the commitment of Northern operators to delivering memorable, high-quality experiences, creating loyalty among customers and a vibrant, dynamic hospitality culture.

Hospitality spending in the North has seen a notable 6.2% increase compared to 2023, with the average monthly spend now surpassing £100 for the first time. While Southerners still lead in spending, with an average of £108 per month and a more modest increase of 4.8%, the gap is steadily closing year-on-year.

Notably, the region has proven less impacted by price increases, with Northerners reporting 10% fewer concerns about rising costs when eating or drinking out compared to the South. Additionally, consumers in the North cite having ‘sufficient disposable income’ as a reason for going out (11%).

Siobhan Thompson, event manager for NRB, commented: “The hospitality sector across Britain is stabilising, and we’re seeing some key regional differences in how operators are adapting to market conditions. The North continues to demonstrate strong resilience, innovation, and investment, which has helped drive growth in key cities. With a steady stream of new openings, evolving consumer trends, and continued enthusiasm from operators, Northern hospitality remains a vital and thriving part of the UK’s food and drink landscape.”

Northern Restaurant and Bar provides a vital platform to celebrate and support the sector’s ongoing success. With over 10,000 visitors and more than 400 exhibitors expected on 11th-12th March, the event offers an invaluable space for operators, suppliers, and industry leaders to connect, collaborate, and drive innovation.