In fact, 83% of Londoners say they'd explore the West End's food scene more if discovering and booking restaurants was easier. By embracing online discovery, Londoners can uncover hidden gems across the West End and the capital, exploring its rich culinary landscape in ways they may never have considered before.
Sasha Shaker, UK and Ireland’s Senior Director at OpenTable comments: “Our research highlights why OpenTable is needed to bridge the restaurant discovery and booking gap for so many. The fact that the majority of Londoners are likely to explore new West End spots if they had an easy way to discover and book them makes it clear - today’s diner expects a seamless journey from screen to seat. While critic reviews and Michelin stars still carry weight, success today also hinges on online visibility and accessibility.”
For restaurateurs, digital presence is now more than a bonus – it’s essential. As Stephen Tozer, Co-Founder of Kebab Queen comments: “A large social following and viral content today are what a 5-star review in the paper was 20 years ago. The game’s changed, especially with Gen Z, and as a restaurant we’ve had to evolve fast. He continues, “Online visibility isn’t optional anymore - it’s the baseline, and standing out takes serious strategy. Using OpenTable is a major sales channel for us - it’s a completely different proposition to any other platform and it’s certainly helped with visibility and last minute bookings.”
The data speaks volumes: nearly two-thirds (65%) of Londoners say they’d be more inclined to dine in the West End if they had access to real-time availability. Their top priorities when booking include price (67%), type of cuisine (60%), and accessibility (43%).
To help diners navigate the area’s evolving culinary map, OpenTable has launched its West End Neighbourhood Dining Guide, a curated collection of standout eateries. From viral hot spots to tucked-away local treasures, the guide makes it easier than ever to secure a table at restaurants that offer much more than tourist-friendly menus.
While Italian (50%) and Modern British (45%) are the top cuisines that Londoners think of when dining out in the West End*, OpenTable's West End guide offers a world of flavour, from cocktails and small plates at Three Sheets - Soho and artful sushi at Cubé Mayfair to Michelin-starred British cuisine at Frog by Adam Handling.
So next time you're debating dinner plans, consider the West End. It might just surprise you. With the help of OpenTable, the capital’s most iconic district is reclaiming its place on Londoners’ dining radar – and offering up a taste worth travelling for, no matter the postcode.