EatClub's new way of eating out in London, landed right in the middle of both a creative resurgence and a cost crisis for the city's hottest spots. Creativity and inventiveness are blooming ~ and sadly so are prices
That was then
London has always been a riot of ideas, culture and cuisines. You worked hard, you played hard, then happily traipse across the city, any day of the week, to see friends, have dinner, take in something cultural or partake in the compulsory after work drinks that turned into karaoke or even [insert favourite wild random club] on a school night. That was living and eating out in London.
Then life changed. Covid, austerity, brexit. Every corner squeezed bars and restaurants while living costs climbed and salaries stood still. After-work spontaneity gave way to wfh, subscriptions, deliveries, leg day at the gym and bank balances that said “not tonight.”
This is now
Was it me, or did summer '25 hit different?
Brat walked, so summer this year could freewheel around on a Lime bike.
New restaurant openings have been stunning, inventive and playful.
We’ve moved through the small-plate stranglehold to fresh concepts like Angelina Osteria, St Barts, One Club Row, Oma, The Devonshire, listening bars and an explosion of world cuisines.
Bakeries have become mini‑Wonka‑lands.
Sound systems have popped up at Primrose Hill, Shoreditch arches, city rooftops and even grocery stores. Whilst classics like BBQ and the humble sandwich have been infinitely reimagined.
London’s pizza and burger game? 10s across the board.
Open-air nights at The Cause? Yes. Soft clubbing? Maybe. Matcha? Everywhere.
Is everyone keeping up?
It felt tingly and new and exciting again. The only snag: we’re all totally broke.
How the turn, tables.
Uncanny from my position then, launching EatClub in April, that our mission feels so finely tuned to solving this problem. You may ask yourself - why am I living in London if I can't enjoy the lifestyle - is there anything I can do to change this? We say YES!
Consumer demand for quality, foodie experiences is higher than ever, “recession time creativity” is cooking, but the old business model is constraining opportunity on both sides of the pass.
Enter EatClub: there is such a thing as a win-win
London's hot spots are busy / booked / impossible — but only for a handful of peak hours a week. EatClub gives venues real-time dynamic pricing tools to fill any gaps, whilst the customer marketplace in the app incentivises a new type of gamified walk-in experience where you could stumble on the holy grail of foodie heaven at 50% off any time you log in:
- Walk-ins become savvy as well as spontaneous
- The promise of a top restaurants and bars at a more affordable price
- Last-minute restaurant spots can tap into a new incremental source of foodies
- The best offers celebrate and build new habits around magic, underrated times
- Every table filled lessens the "2 of every 6" meals in London that get wasted
In Australia, where EatClub is entering its eighth year, our tools support +3000 restaurants with steadier walk-ins, less waste and healthier profit. The thrill and creativity of eating out in London shouldn’t be limited to the super‑rich or paid‑and‑gifted creators. Dynamic pricing puts more people on the best tables, enjoying the best food — keeping the venue buzzing, the service sharp and the vibe high.
London didn’t need another app telling us where to eat, but it always needs ideas that open up accessibility for everyone to keep taking part in our shared culture. Bars with shapes for names (sic), Michelin stars, clubs, brands, neighbourhood gems — if its the best at what it does we know there’s an untapped stream of people who’ll jump at it on EatClub.
An app where 5pm slots become go‑to’s and Sunday starts at 4pm with half price drops that cap off the weekend. Date night in Shoreditch or a set menu in Mayfair - this is no fuss, no awkwardness, just a new way to experience eating out in London.
Read more about how EatClub works and how to get set up in less than 6 minutes ~ the app is free to download, free to use and expensive to ignore. So I hope you dive in and enjoy!
PS. if you're reading this as a venue owner we'd love to hear from you so drop me a line at fillmytables@eatclub.co.uk
Liz Le Breton, VP EatClub UK
FAQs
What are the best last minute restaurants in London right now?
The EatClub app always features a live feed of thousands of the best last minute restaurant offers ~ controlled by the venues themselves using real time dynamic pricing so you can find something to suit your taste, timings and event
Is early dinner in London becoming more popular?
Yes. Parents, gym‑goers and young professionals are embracing 6pm dinners for value and convenience
Early dinner is traditionally considered to be a pre-theatre menu and was created to cater for people eating out in London but wanting a meal before a Westend show started. However there's now a whole generation of Londoners who structure their life around other factors such as childcare, gym routine and health advice to avoid eating a big meal late in the day. These factors are more likely to drive someone to seek out a pre-7pm dinner slot and they are certainly gaining in popularity - especially on EatClub where you can pick up up to 25-50% off
Where can I find a great set or tasting menu in London?
We have a range of premium restaurants with set and taster menus on EatClub, they are likely to have 1-2 tables featuring offers and very specific redemption windows to ensure that the walk-in offer compliments any other original planned bookings for the tables. You cannot book a table via EatClub - every offer is a walk-in only opportunity and subject to the venues house rules
Are there good date night restaurants London couples can book last minute?
Every night of the week EatClub have hundreds of 30-40-50% off offers across special occasion and date night restaurants - all available last minute. You cannot book a table via EatClub - instead you secure your offer redemption and attend as a walk-in. Soon you’ll be able to read our London area “top picks” for dates, post-gym, birthdays and after work drinks
Which areas are best for premium dining in London?
Every area of London has a collection of premium dining venues - so your spoilt for choice. On EatClub we think Soho, Clerkenwell, Chelsea, Central and Shoreditch / The City provide some of the best premium dining spots ~ with many available on the EatClub app
