New research from DineFind has indicated the growing interest in dining out for Valentine’s Day has been driven by younger and frequent diners.
While 23 percent of overall diners plan to celebrate Valentine's Day 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 percent of those aged 26 to 30 planning to dine out, followed by 38 percent of those aged 21 to 25. Frequent diners, those who eat out four or more times per week, have also embraced the occasion, with 44 percent planning to celebrate in restaurants. This group has also exhibited the highest weekly dining spend at an average of NZD $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 percent) of Valentine’s diners express interest in special dishes or themed cocktails, while 44 percent prefer having the flexibility to choose between set menus and the regular menu.
Notably, 25 percent 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 ranked 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 percent of Valentine’s diners. The least popular feature was set booking times, with only 13 percent of respondents showing interest in fixed dining slots.
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 meu flexibility with options for both set and regular menus, and extending Valentine’s Day specials beyond February 14 to accommodate demand.
The Restaurant Association of New Zealand said that hospitality businesses should heavily consider celebrating Valentine’s Day.
“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. With the right approach, Valentine’s Day remains a key opportunity for the hospitality industry to engage and delight diners.”
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