According to the latest OZmall report, group lunch reservations, particularly among mature women, are growing rapidly, with usage shifting from evenings to daytime. The increase is especially pronounced among people in their 50s to 70s, with spending trends emphasizing experiential value.
In the food-service market, group use by 4 or more women has grown significantly from 2019, and lunch reservations have expanded substantially compared with dinner. In particular, group lunch reservations have increased 2.7-fold, with usage shifting from evenings to daytime.
By age group, growth is particularly strong among people in their 50s, 60s and 70s, at 3.5 times, 5.2 times and 6.5 times, respectively, with greater growth among older age groups. The share of people aged 50 and over expanded from a market centered on people in their 20s and 30s in 2019 to 39% of the total in 2025.
Spending on luxury experiences is also increasing. Group lunches at hotel restaurants were 4 times the 2019 level, while average spending overall rose from ¥3,380 to ¥4,199. Meanwhile, the average spend at hotel restaurants rose sharply from ¥3,687 to ¥4,936.
The survey also indicates that organizing relationships and a preference for a “third stage” of life are underlying factors. There is a growing movement to make new friends around personal interests and excitement, and venues for connections built around shared interests, such as birthday-party events, are becoming more active.
The trend can be summarized in three ways: a shift in dining out from night to day, expansion from younger people to mature generations, and a move from everyday settings to luxurious spaces. It has been suggested that this may change how mature people form connections in an era of 100-year life spans.
The full analysis and user insights in the report are also explained in a series of articles in the marketing trade media MarkeZine.