It’s the Reason People Go Out, Stupid!

If we’ re still trying to understand why “consumption is declining,” we’ re probably looking in the wrong place. Consumption isn’t simply dropping — it’s shifting. And along with it, the reason people go out is changing.
Recently — and especially this winter — within the hospitality community, we’ve been discussing something that is no longer an assumption but a fact: the new generation consumes differently, reshaping the roles of bars, cafés, and restaurants. Combined with the ongoing pressure from the shortage of skilled staff, the environment increasingly feels like a real perfect storm for our industry.
And this is not theoretical. I personally know people who are seriously considering closing — or have already closed — their businesses. Not because they lacked customers or product, but because they couldn’t sustain the daily pressure caused by staff shortages.
Looking at the data from recent months, the picture is clear: spend per guest is decreasing, visit duration is shorter, and ordering behaviour has become more conscious and restrained (with some exceptions, such as bouzoukia venues). People are still going out — but they’re not “letting go” the way they used to.
At the same time, more and more professionals point out that alcohol testing has become stricter — and this is not just a Greek phenomenon, but something observed across the Mediterranean. I won’t even get into whether this is right or wrong; consuming responsibly, especially when driving, is a matter of culture and maturity, not restriction. If you want to drink above the legal limit, then simply don’t drive afterwards. We are likely in a transition phase, and in a year or two, this won’t even be part of the conversation — much like seatbelt use in driving.
Meanwhile, we are seeing growth in lower-cost venues, with simplified products and less emphasis on experience. The “drink in hand”—or from “24-hour spots”—often served in plastic cups —is not a downgrade. It’s a conscious choice.
And if we take a step back, this is not the first time we’ve seen something like this. In the late 2000s, when “proper nightlife” meant clubs and bouzoukia, many of us chose cocktail bars and smaller venues instead. What once felt alternative now seems to be becoming the norm.
The economy is an obvious factor — and a valid one, to a point. Young people have less disposable income, greater uncertainty, and different priorities. When a simple night out can cost €150–200+ for two people, going out is no longer a given — it becomes a decision.
But the real shift goes deeper.
Younger generations socialize differently. They have already communicated and connected digitally before going out. The bar is no longer the starting point of social interaction — it is just one of many available options. It’s increasingly common for someone to ask for an Instagram handle instead of speaking face-to-face — even when standing right next to the person.
At the same time, the relationship with alcohol is changing. Not necessarily because people drink less, but because it is no longer considered essential. There are many forms of “escape” — from streaming and gaming to social media — but also more extreme options, including substance use, ranging from lighter to harder forms. What has noticeably changed is the normalization of these choices among a part of the younger generation.
And within all of this, there is something worth paying attention to: the exceptions.
There are venues — both new and established — that are not just surviving, but performing better than in previous years. We’re talking about cases showing growth of 10–15% to 40% during winter. And if you look closely, they share something in common: either they have built a clear identity over the past 10–20 years, or they launched from the start with a strong, defined direction.
These businesses are not simply trying to sell drinks or food. They offer a reason to go out.
And that is the key takeaway. Because ultimately, what is changing is not just consumption.
It is the meaning of going out itself. And here is the reality: your main competitor is not the business next door. It’s Netflix, the smartphone, and the sofas.
If you don’t give people a real reason to get up and choose you, they simply won’t.