I find that I am more likely to repeat custom at a restaurant if they have a menu that changes, there was a great gastro place over in Wandsworth that changed its complete menu daily, with a few favourites also available (this is different from places that have a core menu and add specials on a regular basis) You never knew what was on till you walked in, therefore it made eating there an experience rather than choosing from the same menu and running out of things to try. In terms of pub food, I regurally frequent a few because their menu is fairly static and what they do, they do very well. So when I fancy a burger or pizza or whatever, I know where to go not to be disappointed and have a decent wine that won't break the bank at the same time. Personally I think that variety is the spice of life when it comes to eating out, but the ability to fall back on favourites is always a good option. It always reminds me of someone I used to know who rang the Chinese to be told their order as it was always the same and they never varied , that would drive me nuts as I like to experience new flavour combinations on a regular basis. I do find what is now on offer locally pretty amazing and consider myself lucky to live so close to it as when I moved here you could get anything to eat as long as it was curry, kebab or pizza