The Ivy Collection has relaunched its two-course menu priced at just £19.17, meaning that, despite the post-festive pinch, guests can keep enjoying the little luxuries of life, such as quality time with family and friends over a weekend meal out or a midweek dinner treat.
This follows research by the brand which found that in 2026, Brits consider luxury to be about how experiences make us feel, rather than the size of a price tag. There was a time when the word “luxury” conjured images of velvet ropes, intimidating high costs, and an air of exclusivity that felt designed to keep people out. But as we step into 2026, the British public is rewriting the rulebook.
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According to new nationwide research from The Ivy Collection, the era of “conspicuous consumption” is fading. In its place is a more soulful, accessible version of indulgence. Today, luxury isn’t found in the bottom of a gold-leafed cocktail but in the “everyday treats” that allow us to slow down, connect, and breathe.
The feeling of being wealthy
The study reveals a fascinating cultural pivot: 36% of Brits now believe luxury is defined by a feeling rather than a cost. Only a small minority—just 14%—still associate the term with exclusivity or high price points.
So, what does luxury look like in the modern British home? It’s less about owning things and more about “peace of mind.” The top markers of a wealthy life in 2026 is about:
- Financial serenity: Treating oneself without the nagging worry of the cost (46%).
- The gift of time: Having the space to slow down and savor a moment (32%).
- Togetherness: Quality time with family and friends (38%).
“It’s clear that luxury today is about connection, comfort and quality—not cost.” — Mark Askew, Group Executive Chef, The Ivy Collection
The £19.17 revolution
In response to this shift toward “attainable elegance,” one of Britain’s most coveted dining institution is opening its doors wider than ever. The Ivy has announced the expansion of its iconic 1917 Menu, a two-course set menu priced at just £19.17—a nod to the year the original London restaurant first welcomed guests.
With nearly half of the UK (49%) stating that £30 or less is the “sweet spot” for an affordable luxury meal, the move is a masterstroke in timing. It acknowledges a simple truth: we still want the white tablecloths and the impeccable service, but we want them to fit into our everyday lives, not just our anniversaries and special days.
On the menu: Comfort meets class
The expanded menu isn’t just a budget-friendly alternative; it is a curated journey through British heritage. For those seeking the “warmth” that 39% of respondents crave, the French Onion Soup with gratinated cheese croutons offers a nostalgic embrace.
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For the main event, the Ivy Classic Shepherd’s Pie—slow-braised lamb and beef topped with cheddar mash—remains the gold standard of comfort food. And those looking for a contemporary edge can opt for the Pan-fried Aegean Sea Bream or the decadent Foraged Wild Mushroom and Truffle Linguine.
The verdict
The research proves that 2026 is the year of the “guilt-free treat.” Over a third of us would rather have regular, small luxuries than one giant, bank-breaking splurge.
In a fast-paced world, perhaps the greatest luxury of all is the ability to sit in a beautiful room, surrounded by people we love, eating a meal that tastes like a million pounds—but costs less than twenty.
How to experience it
The 1917 Menu (£19.17 for two courses) is available now across The Ivy Collection until 28 February 2026. The 1917 menu will not be available on Valentine’s Day (Saturday 14th February). Add a Flambéed Crème Brûlée for £4.95 or the legendary Ivy Chocolate Bombe for a £2.95 supplement.
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