Pubs are ditching nuts and crisps for Michelin-style food to entice customers to recoup costs from sober Gen Z

The British pub has undergone somewhat of a transformation, moving away from serving basic food and towards exceptional dining experiences.

After a quick stroll through the UK's capital, one would likely encounter multiple pubs offering well-thought-out plates curated by an impressive chef with high-end ingredients.

There's also a rise in pubs straying away from traditional grub. Take, for example, the TikTok famous Tamil Prince in London 's Islington, dishing up Indian food in a typical pub environment or The Duke of Cambridge - Britain's first organic pub.

It's no secret that pub owners are battling multiple crises to sustain their businesses, including Gen Z reportedly drinking less, staffing issues, and customers having reduced disposable incomes due to the increased cost of living .

Dan Blucert, co-owner and chef director of The Duke of Greenwich explained that through quality food, pubs can sustain business, saying: 'By focusing on better food, we're not just keeping customers happy—we're building loyalty.'

'Patrons are more aware than ever of the quality of ingredients and the importance of sustainability, so it's vital that we meet those expectations,' Blucert added.

He continued: 'In the face of challenges like the cost-of-living crisis and staffing issues, offering a great dining experience is a key way for pubs to sustain their business.

'People want more than just alcohol or bar snacks; they're looking for value, and that comes from quality food.'

Blucert explained that diners are increasingly expecting more from pubs, saying: 'As pubs evolve, we're seeing diners expect the same level of creativity and quality they'd get in top restaurants, but with the relaxed, welcoming vibe of a local'.

It's a goal he's attempted to implement at The Duke of Greenwich by experimenting with seasonal British produce and blending traditional pub fare with modern techniques and Mediterranean influences.

'It's about offering something memorable that keeps diners coming back—comfort food that surprises. Pubs are becoming dining destinations because they strike the perfect balance between familiarity and innovation,' he concluded.

Chef Tom Kerridge, who opened The Hand and Flowers with two Michelin stars in Buckinghamshire in 2005, told delicious about pubs' role in the UK's food revolution.

'Over the last 20 years, pubs have become increasingly relevant to the British food scene,' the 51-year-old said.

He added: 'Once, it was weird to have a pub that did good food, then it got called a ''gastropub'' and now you expect a half-decent meal. When I grew up, a pub lunch was usually a clingfilm-wrapped sandwich from behind the bar.'

'We all want to go for a walk at the weekend, find a pub with a log fire and have a pint and sausage and mash. But doing that once a week is not going to save the pub industry.'

The chef explained that pubs have had to innovate to offer more than a Sunday roast to entice people to visit more than once a week to encourage a sustainable business. 'Give it value. It's somebody's business – and part of a much bigger picture,' he told the publication.

Despite a cost-of-living crisis restricting the population's ability to dine out, innovation in the field appears to be paying off, just as Kerridge suggested.

In August, pubs outperformed restaurants and bars, according to data from Hospitality Business Tracker.

The industry saw a year-on-year growth of 2.9 per cent, while restaurants had a 0.8 per cent increase and bars saw a nine per cent plunge in sales, according to the Caterer .

Despite evidence of positive growth in the pub sector, customers have paid the price for their new and improved grub.

The average price of a pub hot meal in the UK rose to £12.04 in May, compared to £11.30 the year before and £9.16 in May 2019, according to the Financial Times .

Nonetheless, customers on TikTok appear to be more than happy to fork out for their posh pub fare.

London's Notting Hill pub The Pelican is one of the many receiving praise on the platform, which offers luxury dishes, including smoked trout with kohlrabi for £12 or an onglet with shallot for £23.

'The Pelican is the most popular pub in Notting Hill right now, maybe even London,' TikTok content creator Emily Jane Johnston said.

She continued: 'Every single element from decor to food is seemingly simple yet the comfort of the space and the insanely tasty takes on some classics British dishes make me want to fall on my knees and worship the kitchen stove'.

Outside of London, online food reviewer Tom from Salford, who goes by on TikTok, gushed over menu items at the Holcombe Tap in Ramsbottom, which included glammed-up steak and seafood dishes.

Meanwhile, Poppy Tracy praised The Bull in Charlbury, Chipping Norton, as one of the best in the business, thanks to its £22 oysters and roast dinner.

It's clear that pub owners are keen to innovate and that posh taverns are on the rise among the TikTok generation, but only time will tell what the trend entails for the everyday local taprooms.