You have probably heard of voluntourism, eco-tourism and Swiftourism, but do you know about food tourism? Turns out, it’s more common than you think. Particularly in England, there has been an uptick in the number of people willing to travel to other parts of the country to try local delicacies.
Just consider all of the capital’s foodie treasures. Sandwich Sandwich (no prizes for guessing what they sell) is a tourist hotspot thanks to its outrageously large portions. Farha, which means joy in Arabic, is already famous for its Middle Eastern-inspired pastries despite opening its doors in January. What’s more, London isn’t the only area of England where the food industry is flourishing. Up North, Nell’s delivers a 22-inch slice of NYC to Manchester, the charitable CuppaPug transports patrons to a world of cuddly canines, and St Annes’ Coven Tearoom offers its customers a ‘Victorian, witchy’ experience alongside an extensive menu of 140 teas.
Even with a significant increase in grocery inflation on the horizon, Brits are still more than willing to splash their cash on gourmet jacket potatoes and luxury £25 cookies. So, what does this tell us about England’s food landscape?
Quality
We are often too quick to slag off British grub, labelling it as bland and uninspiring. But, in actuality, England has become a hub for culinary excellence. We love our scran. Of course, it’s no secret that restaurants have been struggling due to rising energy costs and a higher minimum wage. However, our independent takeaways, coffee shops and bakeries are prospering. Over three-quarters of Brits indulge in a weekly takeout. Meanwhile, the number of bakeries in the UK has risen by a third over the past five years. This data suggests a general apathy towards ultra-processed ready meals and proves that more people are searching for eateries that can provide them with homemade sustenance.
But where to find it? Look no further than Ben Newman, the Staffordshire-based internet sensation Spudman, who won last year’s NOEA Caterer of the Year Award. Newman has over four million TikTok followers and can sell up to 1,500 potatoes in a single day. He was once even accompanied on his shift by Queen Camilla. The reason for his tatties’ success, despite their rather steep £9 price tag, is their generous size and premium toppings. From teriyaki chicken to pulled pork, these mouthwatering ingredients are locally-sourced and ‘handpicked for freshness and flavour’. Spudman’s emphasis on quality has continued to attract visitors from across the UK, three years after his content went viral.
Over in York, brothers Aman and Gavin Singh have been crowned Takeaway of the Year at 2026’s National Fish and Chip Awards. The duo founded The Scrap Box in Dunnington ten years ago, catering to locals, holidaymakers and now food tourists keen to try out an award-winning chippy. A paired-back menu is key to their success. By only offering a small selection of fish, including haddock, cod and scampi, the Singh brothers have refined their culinary skills, which ensures that the quality of their food is consistent. The pair are also very conscious about the sourcing of their produce. They added a new variety of fish, rock salmon, to their inventory last year, intending to support British fishermen and encourage their customers to try locally-caught fish. A taste-testing session proved fruitful: 92 per cent of respondents said that they were willing to stray from their regular order if it meant eating British fish, while over 90 per cent rated the rock salmon sample at least four stars out of five.
Both Spudman and The Scrap Box have found industry acclaim and a loyal customer base by prioritising quality and responsible sourcing above all else. No wonder foodies are flocking to establishments such as these. Surveys show that almost a third of Brits think that supermarket standards have slipped when it comes to fresh produce and ready meals, even though the price of groceries is on the up. Perhaps consumers are turning to independent takeouts and cafes to rebel against increasingly expensive (yet simultaneously poorer quality) supermarket offerings.
USP
Elsewhere, food tourism has flourished because brands have harnessed the power of social media to market their unique selling point (USP) and entice people through their doors. Zega in Kingston upon Thames, for example, has gained online notoriety by offering fresh buns, luxurious coffees and vibrant matcha drinks. Their matcha creations have truly put the cafe on the map. By tapping into the growing demand for this trendy Japanese beverage, Zega has been able to convert social media followers into customers. There are over 10 million posts under #Matcha on Instagram and over 720,000 on TikTok. Most of these videos consist of slick matcha-making tutorials or reviews of certain establishments from matcha-enthusiastic influencers. Zega utilises both forms of content. Expanding their social media presence has meant Zega can share their wares with a wider audience, update their menu according to the latest zeitgeist and tempt their 3.5K Instagram followers to leave their screens and make the journey to Kingston’s Ancient Market Place.
While some eateries thrive on modernity and reinvention, others have found success by staying true to their roots. Cromford’s Vegetarian Cafe, for example, is nestled within the renowned Scarthin Books. Located in the Peak District, the independent bookstore was founded by Dave Mitchell over fifty years ago and has a selection of 100,000 new and second-hand novels spread over 12 rooms. Over time, it has become somewhat of a tourist destination for bookworms across the globe. It is true that the cafe benefits from the shop’s reputation, but it is not a one-sided relationship: ‘[The cafe] adds so much to the atmosphere and pleasure of visiting [Scarthin Books]’, Mitchell told the BBC. ‘We are part of people’s visits to the Peak District. People often fit us into their holidays … they make a special effort to come.’
Alongside premium food, customers are increasingly searching for unique experiences that will offer them something no eatery has ever done before. Whether it’s captivating poetry, cute pugs, quality pollocks or quaint puddings, food has become as much of an aesthetic pursuit as it is a gastronomic one. The industry has finally cottoned on to this fact, and food tourism in England is booming as a result.
DISCLAIMER: The articles on our website are not endorsed by, or the opinions of Shout Out UK (SOUK), but exclusively the views of the author.
