The "tardeo" trend is consolidating in Madrid and increasing the revenue of almost six out of ten establishments

2026/08/05

The "tardeo" (afternoon drinks and socializing) trend has become one of the main leisure activities in Madrid. According to a study by Noche Madrid, 82.4% of business owners believe that this concept, which combines gastronomy, music, and socializing in earlier hours, is firmly established in the city.

Its economic impact is significant: for venues that organize afternoon drinking sessions, it represents, on average, 26.3% of their weekly revenue, and almost six out of ten establishments report that their income has increased since adding this offering. Furthermore, the average spend per customer reaches €45 per session, above the national average.

The average age of the clientele is 35, and they particularly value the opportunity to meet up with friends and balance leisure activities with their personal and family responsibilities. The Madrid model stands out for its variety, allowing people to combine dining, live music, and dancing all in the same afternoon.

This trend has also reached several municipal markets, which have incorporated gastronomic, cultural, and musical offerings. With nearly 800 establishments offering afternoon sessions, Madrid is reinforcing a formula that revitalizes neighborhoods, boosts local businesses, and expands the ways to enjoy the city.