Motorway service areas leave drivers hungry for better value
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Almost a third of drivers rate motorway service area food and drink prices as poor
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Drivers are more positive about the food and drink offer than the price
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“Drivers should not feel they are paying over the odds simply because they have pulled off the motorway,” says AA President
Motorway service areas are leaving drivers hungry for better value, according to new AA research*, despite motorists rating the choice and quality of food and drink more positively than the prices.
The survey of 12,479 drivers found that food and drink prices are the weak spot for motorway services, with motorists almost twice as likely to rate them poorly as positively. Almost a third (31%) rate prices as poor, compared with just 17% who rate them as good.
Food and drink choice rated better than prices
By contrast, motorists are notably more positive about what is available once they stop. More than a third (34%) rate the quality of food and drink as good, while just 11% rate it poor.
Drivers are most positive about the choice of food and drink outlets, with 38% rating the range as good — almost four in 10 — compared with only 9% who rate it poor.
These findings suggest that drivers are not necessarily unhappy with what motorway services offer, but many feel they are paying too much for it.
Motorway services remain important for safer journeys
Motorway service areas play an important role in helping drivers break up long journeys. They provide a convenient and safe place to stop, use facilities, get refreshments and take a break from the road.
The AA advises drivers to plan regular breaks on longer journeys and aim to stop every two hours or so, especially if they are not used to driving long distances. Drivers should also avoid starting a long journey if they are tired.
If tiredness sets in, drivers should stop in a safe place, but never on a motorway hard shoulder. Motorway services are often the safest and easiest place to take a proper break on long motorway journeys, giving drivers somewhere to rest, refresh and refocus before continuing.
Motorway service areas also face higher operating costs than many other roadside facilities. As they are open 24 hours a day to provide drivers with access to facilities at all times, including free toilets, they are likely to incur higher staffing and running costs than sites with shorter opening hours.
Drivers still question motorway service value for money
However, the research suggests that the cost of stopping remains a major frustration. While many drivers are broadly satisfied with the range and quality of food and drink available, far fewer feel prices represent good value.
This creates a clear gap between the service being offered and how drivers feel about paying for it. Motorists appear to value the convenience, choice and quality of refreshments at motorway service areas, but still feel they are paying a premium simply because they have stopped on the motorway.
| Good | Neutral | Poor | |
|
Price of food and drink at MSAs |
17% | 46% | 31% |
|
Quality of food and drink at MSAs |
34% | 48% | 11% |
|
Range of food and drink outlets at MSAs |
38% | 47% | 9% |
The new research follows AA polling from February 2025, which found that fewer than one in 10 drivers agreed that “the price of food and drink at MSAs is reasonable”. Just 9% agreed, while 69% disagreed. More than a third (37%) strongly disagreed.
Edmund King, AA President, said: “Motorway service areas are essential for drivers, particularly on long journeys when people need somewhere safe and convenient to stop, rest and refresh.
“Our research shows that motorists are not necessarily criticising the food and drink offer itself. In fact, drivers are much more positive about the choice and quality available than they are about the prices.
“But value for money remains the sticking point. Fewer than one in five drivers rate MSA food and drink prices as good, while almost a third rate them poor.
“Drivers should not feel they are paying over the odds simply because they have pulled off the motorway. Services are there to support safe journeys, and regular breaks are vital for helping people stay alert behind the wheel.
“The AA recommends drivers stop every two hours or so to refresh, refocus and help prevent tiredness. If drivers find themselves opening the window or turning up the radio to stay awake, they should take it as a sign they are too tired and need to stop at the next safe place. Having two cups of coffee, or an equivalent caffeinated drink, followed by a short nap of around 15 minutes can help before continuing.
“Motorway services make regular breaks easier, but they also need to feel like fair value.”
Q&A
What is the main issue drivers have with motorway service areas?
The biggest concern is value for money. While drivers generally like the quality and choice of food and drink, many feel prices are too high. Almost a third (31%) rate prices as poor, compared with only 17% who rate them as good.
Are drivers unhappy with the food and drink itself?
Not particularly. Drivers are actually quite positive about what’s on offer. Around 34% rate the quality of food and drink as good, while only 11% rate it poor.
How do drivers view the range of options available?
The range receives the most positive feedback. Nearly four in 10 drivers (38%) rate the choice of outlets as good, compared with just 9% who think it’s poor.
Why do motorway service areas charge higher prices?
Service areas operate 24/7 and provide essential facilities such as free toilets, rest areas and safe stopping points. This means higher staffing and running costs compared with many other roadside locations.
Why are motorway service areas important for drivers?
They play a key role in road safety by giving drivers a convenient and safe place to take breaks, use facilities, and refresh during long journeys.
What does the AA recommend for long-distance driving?
The AA advises drivers to take a break at least every two hours and avoid starting a long journey when tired. If fatigue sets in, drivers should stop somewhere safe — ideally a motorway service area.
What are signs a driver should stop and rest?
If drivers find themselves opening a window or turning up the radio to stay awake, these are signs they need to stop. Taking a short nap and having a caffeinated drink can help restore alertness.
What does the AA say about pricing?
AA President Edmund King says drivers “should not feel they are paying over the odds simply because they have pulled off the motorway,” highlighting that fair pricing is key to improving satisfaction.
* Yonder received 12,479 responses from AA members to its online poll between 14th and 20th May 2026. Yonder is a member of the British Polling Council and abides by its rules. Respondents were asked to rate each area from 1 to 10. Scores of 7-10 are grouped as good, 4-6 as neutral and 1-3 as poor.
Driving Tired, Falling Asleep While Driving | The AA
