London’s pedestrianised streets offer all things to all people - and there are telling gaps between the generations when it comes to what they enjoy. London’s Sicilian Avenue, first opened in 1910, has long blazed a trail for the benefits of pedestrianised streets in Central London. With ambitious plans afoot to pedestrianise further areas, including Oxford Street, it’s clear that the benefits of pedestrianised streets are set to be under the spotlight. So what is it that different generations want from pedestrianised streets - and from London dining more generally? And which generation is most likely to splash the cash and when?
What Restaurants Are On Sicilian Avenue?
When it comes to pedestrianisation and its benefits, there are two competing stories at work: overall, younger generations are more likely to pick a cafe or restaurant on a pedestrianised street, and they also prize the better eating and drinking options on offer. Meanwhile, older generations crave something different - peace. The research from Sicilian Avenue found that Gen Z (64%) are generally more likely to pick a dining spot on a pedestrianised street than older generations - Millennials (37%) Gen X (58%) and Baby Boomers (51%).
Sicilian Avenue Graph - If you eat in restaurants or cafes while visiting London, why, if for any reason, do you do so? Percentage (%)
Peace Sells, But Who’s Buying?
It’s clear that the peace and quiet offered by pedestrianised streets are valued - but different generations enjoy this for different reasons. Millennials believe that pedestrianised streets offer better eating and drinking options (30%) - but it’s Boomers who really cherish the peace and quiet on offer, with 70% saying pedestrianised streets are more calm and serene. Boomers are also the most likely generation to opt for car-free streets because they are more pleasant and away from traffic (72%) and better for outdoor dining and drinks (52%).
So what are these very different generations actually looking for from their choices of dining and drinking? Hungry young Generation Z’s are the most likely to care about portion size (46%), while older generations are looking for higher-quality experiences. For Boomers, the most important thing is the quality of ingredients (66%). Millennials are the generation who are most obsessed with quality of service, with 65% valuing it. Interestingly, elder millennials seem almost to be a generation on their own, ten percentage points more likely to say they are seeking experiences they would not have at home (60%, as opposed to 50%).
Sicilian Avenue Graph - Which days do you travel/stay in London? Percentage (%)
But across every generation, it’s clear that pedestrianised streets offer something truly special, with one saying, “London is such a busy place, it's easier to be in a quieter location.” Young or old, whatever they are looking for, the refurbished and reborn Sicilian Avenue will have something to offer for London diners.