Why your local pub suddenly cares more about your schnitty than your schooner

New data from hospitality technology platform GoTab reveals Australia’s pubs are quietly rewriting the rules of venue success – and your next pub meal is right at the centre of it.

For decades, the formula for a successful pub was simple: keep the beers flowing.

But as Australians become more selective about how they spend their money, venues are discovering that what’s on the plate is becoming just as important as what’s in the glass.

New data from GoTab, a hospitality technology platform that helps pubs, bars and restaurants streamline ordering, payments and venue operations, suggests food is quietly emerging as one of the biggest drivers of venue revenue, despite drinks continuing to dominate overall orders.

Drawing on ordering insights from GoTab’s Australian venue network, the data reveals that drinks account for 72 per cent of all items ordered, while food generates 40 per cent of total venue revenue. The average food order sits at $19.08—almost double the average drink value of $10.70—highlighting the growing role quality meals are playing in venue performance.

The figures point to a subtle shift in how Australians are dining out. Rather than heading to the pub for a quick drink, many are making each outing count, choosing meals that encourage them to stay longer and get more from the experience.

That trend is also reflected in what’s landing on the table. Burgers, chips and chicken parmigiana continue to dominate orders across the country, with one Australian venue serving more than 1,000 chicken parmis during the reporting period alone.

For venue operators, the opportunity extends well beyond the menu itself. Making it easy for guests to order another round, split the bill or manage a tab without interrupting the experience is becoming just as important as serving great food.

Nathan Merriman, General Manager Australia at GoTab, said the data reflects a deeper shift in how Australians are dining out this winter.

“From what we’re seeing across our Australian venue network, the biggest opportunity is making every customer visit count. Connected technology gives operators the insights to make smarter decisions, adapt quickly and focus on delivering great hospitality. The result is a smoother guest experience that encourages people to stay longer, dine more and spend more.”

It’s a trend Sydney venue Buddy’s Bar Newtown knows well.

Buddy’s Bar Co-owner Duncan McGeoch says making it easier for customers to order has delivered tangible results, helping drive stronger spending during busy trading periods.

“Customers are much more deliberate with their spending now. Making it easier to order, manage a tab and settle up encourages people to stay longer; and during one of our major events, it contributed to a 25% uplift in revenue.”

The success highlights a broader shift taking place across the hospitality industry. As consumer spending becomes more considered, venues are increasingly focused on maximising every visit—not necessarily by attracting more customers, but by creating an experience that encourages guests to linger longer, enjoy another course or order one more drink.

For many operators, connected hospitality technology is becoming a key part of that strategy, providing insights into customer behaviour while making every touchpoint of the guest journey feel more seamless.

The findings also signal a changing definition of hospitality success, according to GoTab Co-Founder and CEO Tim McLaughlin.

“We’re entering a new era of hospitality where the experience between arriving and leaving matters just as much as what’s served on the plate. The venues setting themselves apart are the ones thinking about every touchpoint of the guest journey, and that’s where the industry is heading.”

As Australia’s hospitality sector continues to adapt to changing consumer habits, one thing is becoming increasingly clear: memorable food, seamless service and smart technology are no longer separate parts of the venue experience—they work hand in hand.

For venues embracing that shift, platforms like GoTab are helping operators better understand their customers, streamline operations and create experiences that keep guests coming back.