Luxury in 2026 is being redefined by experiences rather than expense, according to new research from The Ivy Collection, as the restaurant group announces the relaunch and expansion of its iconic £19.17 set menu.
A nationwide study of UK adults suggests that modern luxury is no longer associated with high prices or exclusivity. Instead, it is increasingly defined by how experiences make people feel, particularly when they involve time spent with loved ones, moments of relaxation and affordable indulgences.
The findings coincide with The Ivy’s decision to expand its 1917 two-course set menu, available from Monday 05 January, priced at £19.17.
The research found that more than one in three people believe luxury today is about emotional value rather than cost, while only a small proportion associate it primarily with exclusivity or expense.
When asked what constitutes everyday luxury in 2026, respondents highlighted peace of mind about money, the ability to treat themselves without guilt, feeling relaxed and comfortable, and enjoying quality time with family and friends.
Dining out with others and having time to slow down and enjoy the moment were also among the most popular responses.
While eating out remains an occasional treat for many, the study suggests growing demand for restaurant experiences that feel special while remaining accessible. Nearly half of respondents said £30 or less represents an affordable luxury price point for a restaurant meal, reinforcing the appeal of high-quality dining at lower price levels.
Respondents also identified what makes a meal feel luxurious, placing the greatest emphasis on food quality, followed by attentive service, a welcoming setting and consistency. Value for money and the ability to relax over a meal were also cited as key factors.
In response, The Ivy has expanded its 1917 menu, named after the year the first Ivy restaurant opened in London. Available across The Ivy Collection, the menu now includes additional dishes across both courses, offering seasonal flavours alongside familiar Ivy classics.
Starters include French onion soup with gratinated cheese croutons, duck liver parfait with caramelised hazelnuts and fruit chutney, robata grilled chicken skewers with bang bang peanut sauce, tamarind beetroot and endive salad, and salt and pepper calamari with gochujang glaze.
Main courses feature the Ivy classic shepherd’s pie, pan-fried Aegean sea bream, and foraged wild mushroom and truffle linguine, with a minute steak available for a supplement.
Desserts are available for an additional charge, including crème brûlée, sticky toffee pudding and the Ivy chocolate bombe.
Mark Askew, Group Executive Chef for The Ivy Collection said:
“It’s clear from our research that luxury today is about connection, comfort and quality – not cost. Our 1917 menu is about making everyday luxuries more accessible, whether that’s a midweek lunch, a spontaneous dinner or time spent catching up with loved ones.
“At just £19.17, it is the perfect antidote to the winter blues, giving guests an opportunity to continue enjoying life’s small luxuries, even when budgets are feeling stretched after Christmas.”
With more than a third of people saying they prefer regular, guilt-free treats over occasional splurges, the research highlights a shift towards accessible luxury.
The expanded 1917 menu reflects this changing mindset, offering a way to enjoy The Ivy’s heritage and hospitality more often, without extravagance.
