As populations age, restaurants and hospitality operators are discovering that their most loyal customers may no longer be seeking dinner service—they’re seeking quality midday meals that fit their lifestyles and nutritional needs.
With roughly 23% of Australians now over 60 and similar demographic shifts occurring across Asia, Europe and North America, the restaurant industry faces a fundamental recalibration, according to ANZ’s Food For Thought quarterly series of reports.
The opportunity is substantial, but it requires operators to rethink everything from menu design to service windows.
Lunch becomes the main event
The most immediate shift is temporal. Lunch has emerged as the primary social meal for many older diners, creating new demand during traditionally slower dayparts. This isn’t about early-bird specials—it’s about recognising when customers actually want to dine.
“An active 65-year-old in full-time work, a 75-year-old who plays tennis and travels, and an 85-year-old who prefers soft textures are all ‘older,’ but they eat differently,” according to the industry analysis.
The challenge for restaurants is serving both groups without creating segregated ‘senior menus’ that many active older adults find patronising.
Protein takes centre stage
Menu engineering is becoming more deliberate.
Older consumers need roughly one gram of protein per kilogram of body weight daily—often more than their total appetite comfortably allows. That mathematical squeeze is pushing restaurants toward dishes that deliver meaningful protein without heavy salt loads or overwhelming portion sizes.
The solution isn’t simply shrinking plates. Operators are finding success with smaller bundles and mains that balance comfort with nutritional density. Think pulled meats instead of tough cuts, boneless fish with simple preparations, and sides that add fibre without feeling medicinal.
Smart operators are listing protein grams on menu boards—alongside discreet indicators for dishes that are easier to chew—helps customers make confident choices without feeling like they’re ordering from a medical menu.
The service advantage
While technology enables ordering and delivery, the human element matters more with older customers. Clear but unobtrusive cues make choosing easier. Lighter beverage pairings that feel appropriate for midday dining. Staff who understand that useful advice about preparation or ingredients builds loyalty faster than aggressive upselling.
Independent operators and smaller chains may have an edge here.
The ability to customise portions, adjust textures, or simply remember a regular’s preferences becomes a competitive advantage when serving customers who increasingly value dependability over novelty.
Looking ahead
The demographic path is inescapable. Japan now has nearly three in 10 people aged 65 and over. South Korea is approaching ‘super-aged’ status.
Much of Europe and North America follows the same trajectory. For restaurants, this isn’t a niche opportunity—it’s a fundamental market shift.
The operators who succeed will be those who view aging customers not as a constraint but as people with specific, solvable needs. That means daytime-focused service models, thoughtful menu construction that delivers nutrition through appealing food, and the kind of reliable, respectful service that turns occasional diners into regulars.
The opportunity is there. The lunch rush is just happening earlier than it used to.
