Luxury in 2026 is no longer about high price tags or exclusivity, but about how experiences make us feel, according to new research released today by The Ivy Collection.
A nationwide study of UK adults reveals that modern luxury is now defined by quality time with loved ones, shared experiences and affordable treats, rather than extravagance – as The Ivy announces the expansion of its iconic 1917 two-course set menu for just £19.17 from Monday 5th January.
Everyday luxury over extravagance
The research found that more than one in three Brits (36%) believe luxury today is about how something makes you feel, not how much it costs, while just a small minority (14%) associate luxury primarily with exclusivity or high price points.
When asked what they consider to be “everyday luxuries” in 2026, the top responses for the people of Yorkshire included:
- Treating yourself without worrying about the cost (45%)
- Peace of mind about money (41%)
- Spending quality time with family and friends (38%)
- Good food in a beautiful setting (38%)
- Enjoying a meal out with others (35%)
The findings reflect a cultural shift towards accessible, emotional luxury – experiences that feel special but still fit into everyday life.
Dining out is still considered a special treat
While almost half of Brits in Yorkshire seeing dining out at a restaurant as a special treat they enjoy occasionally (48%), a number of people feel that luxuries, such as dining out, should feel special but still feel affordable (30%) and therefore a more attainable experience.
When asked what price point feels like an affordable luxury for a restaurant meal, nearly half of Brits (49%) said £30 or less, reinforcing the growing demand for high-quality dining experiences at accessible prices.
What makes a meal feel luxurious?
Rather than excess, the people of Yorkshire say luxury dining is defined by:
- High-quality food (36%)
- A beautiful, welcoming setting (33%)
- Good service that makes guests feel valued (29%)
- Being able to relax and take time over a meal (29%)
- Consistent quality you can trust (22%)
The Ivy’s 1917 Menu Expands
In response to this shift, The Ivy is expanding its much-loved 1917 two-course set menu, priced at £19.17, celebrating the year the first Ivy restaurant opened in London.
Available across The Ivy Collection, the menu now has an additional two dishes per course, offering a curated selection of seasonal dishes that combine classic Ivy style with contemporary flavours – delivering what diners increasingly want: elevated luxury at an everyday price.
Perfectly comforting for winter, starters include a warming French Onion Soup, topped with gratinated cheese croutons and parsley and a luxurious Duck Liver Parfait with caramelised hazelnuts, apricot and apple chutney, served with toasted brioche. Other options among the starters are Robata Grilled Chicken Skewers with a creamy bang bang peanut sauce, sesame, coconut, lime and coriander, a vibrant Tamarind Beetroot and Endive Salad and Salt and Pepper Calamari with a sesame and gochujang glaze and an Asian slaw.
Stars of the mains include The Ivy Classic Shepherd’s Pie, made with slow-braised lamb and beef, topped with cheddar mash and served with a rich rosemary and red wine sauce, a Pan-fried Aegean Sea Bream with shaved fennel, Granny Smith apples, chives and white wine velouté and a rich and creamy Foraged Wild Mushroom and Truffle Linguine. For a £4.95 supplement, guests can also opt for the Minute Steak, accompanied by a rich peppercorn sauce, crispy onions and triple cooked chips.
Guests needn’t stop there, as for an additional £4.95 there are a selection of delectable desserts, including a Flambéed Crème Brûlée and Sticky Toffee Pudding. For a £2.95 supplement, guests can enjoy in the iconic Ivy Chocolate Bombe with vanilla ice cream, honeycomb and hot caramel sauce.
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.”
A luxury people can enjoy more often
With over a third of Brits (36%) saying they prefer regular, guilt-free treats over occasional big splurges, the research highlights why accessible luxury is becoming the new benchmark.
As diners look for experiences that feel special without being extravagant, The Ivy’s 1917 menu offers a chance to enjoy the brand’s signature hospitality, heritage and atmosphere – for just £19.17.
The 1917 menu will be priced at £19.17 for two courses from Monday 5th January until Saturday 28th February. The 1917 menu will not be available on Valentine’s Day (Saturday 14th February)
Menus at The Original Ivy (West Street, London), The Ivy Belfast Brasserie and The Ivy Dawson Street (Dublin) will differ.
Instagram: @the_ivy_collection
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