You open the menu, order some pasta, and then suddenly… “Would you like a window seat? That’ll be an extra £15.” No, this isn’t a joke. More and more restaurants across the UK are introducing a new paid feature: booking “privileged” tables — by the window, on the terrace, or with the best view. What used to be handled with a polite phone request — “a quiet table with a nice view, please” — has now become an official line item on the bill.
What are we being charged for now?
Leading the trend is Darwin Brasserie, located on the 36th floor of London’s Sky Garden. If you’d like to gaze out at The Shard or St Paul’s Cathedral while you dine, be ready to fork out up to £15 extra. Over in Manchester, Cloud23, housed in the Beetham Tower, has gone even further — £25 for a window table, though that includes a cocktail or a glass of champagne. Premium floor, premium price.
And it’s not just skyscraper glass walls being labelled as “premium zones.” At Churchill Bar in Marylebone, a terrace seat comes with a £10 per person surcharge. It all makes sense in today’s social media-driven world: fresh air, city vibes, and — most importantly — the perfect “Dinner in London” shot for Instagram.
Is this even normal?
At first glance, it might feel like location exploitation. It’s reminiscent of airlines — want a window seat? Pay up. Restaurants are now adopting the same logic. Only here, instead of choosing between seat 12A and 24F, you’re choosing between a brick wall and a sunset over the Thames.
Public reaction? Mixed. Some complain on social media — “What’s next? Paying extra for padded chairs?” — while others accept it as a natural evolution in hospitality. According to a study by booking platform SevenRooms, 43% of Brits are willing to pay more for a special seat. In other words, there’s a market — and it’s growing.
Digital revolution: Booking via 3D
Think this is just a quirky idea a few places are testing out? Take a look at Tablz, a Canadian platform launched in 2022. It lets customers pick specific tables using a 3D layout of the restaurant — much like selecting theatre seats. The average cost? About £35 per person. The current record-holder? Signor Sassi in Dubai, where a private VIP seat goes for a whopping £409. Yep, just to “sit beautifully.”
Tablz is already working with over a hundred venues globally, from North America to Singapore, and has plans to expand into Europe by 2025. Imagine this: you visit the website of your favourite London restaurant, click on a scenic table, pay £20 — and your perfect evening is locked in. What once required sweet-talking a manager or showing up well before sunset is now fully automated.
Why are we willing to pay?
It’s not just about “a table by the window.” It’s about the experience, and that begins long before the food arrives. Personalisation has been trending for years — from coffee cups with your name on them to hotels that let you choose pillow firmness. Restaurants are simply catching up. A view isn’t just a bonus anymore — it’s part of the narrative. Especially in a visual-first era, where dinner isn’t just about taste, it’s about content.
And then there’s basic economics: increased demand means monetisation opportunities. Beautiful views and secluded corners are limited resources. Why not charge a bit more?
What’s next?
It’s very likely that in a couple of years, selecting a specific table in a restaurant will feel as natural as picking your cinema seat. Especially in bustling cities, where competition for ambience and that “perfect shot” is fierce, and reputation is everything.
Expect restaurants to increasingly zone their layouts, raise the “value” of well-lit corners, and maybe even adopt dynamic pricing: more expensive in the evenings, cheaper in the mornings, and discounts on rainy days.
Should we be critical?
It all comes down to expectations. If you walk into an upscale venue where the view is part of the brand, it’s not unreasonable for that to come at a price. What matters is transparency — no hidden charges. Everything should be clearly stated upfront. That way, there are fewer surprises and less frustration.
You can grumble about it, or you can adapt. But as the data shows, paying for a premium experience isn’t just a whim — it’s a growing trend. Restaurants that manage this wisely will not only boost revenue but also cultivate loyal guests who appreciate the opportunity to make their evening just a little more special.
Bottom line:
The dining scene is evolving. A sunset view, a quiet corner, a feeling of exclusivity — these are no longer just lucky perks. They’re options with a price tag. And if that’s your thing — go ahead and indulge. If not, there’s always a cosy table in the back, where the flavour of the food speaks louder than the view.
Source: The Times