Mid-year Consumer Trends Every Operator Should Know
July 2025
The early optimism of 2025 has given way to greater caution and value-mindedness among consumers. To some, this means thinking twice before dining out. But with a little planning, operators can make the restaurant experience feel worth it. Let’s look at a couple areas operators should be paying attention to.
Price Sensitivity and Solutions
Economic concerns have diners skipping meals or cutting back on restaurant visits. Even high earners are raising their eyebrows at pizza costing 6% more. But rather than highlighting low-cost items, operators should reframe their menu to focus on quality, comfort and shareability. Fast casual dining visits are on the rise, signaling that people want something affordable-but-upscale. The takeaway? Operators should focus on the overall value of the dining experience, speed of service, quality of food and convenience. Customizable items and small indulgences like branded desserts and nostalgic snacks may drive appeal, while LTOs and bundles can create the perception of value rather than outright discounting.
Cravings Rule, but with Caveats
Bold flavors, comfort and unique experiences are still main drivers for diners, but when and how they want them is shifting––meaning flexibility and timing are key. As many as 42% of consumers are still planning their dinners around cravings, but 23% are eating earlier than in previous years. Operators should think about optimizing hours and menu timing to tap into this early evening traffic. Meanwhile, snack runs to Sheetz and Dairy Queen are up 35–37%. Offering innovative flavors and craveable formats that work as meals and snacks, like protein bowls, sliders and bento boxes, will attract early diners and snackers alike.
Roll with the Shifts
Rising prices and stagnant wages have consumers more cautious and selective about their dining options. But they’re still wanting an experience that feels worth it. Knowing what they’re looking for––craveable and customizable items, flexible mealtimes and feeling like they’re getting a good value––can help operators position their businesses for success. How will you adapt to keep traffic flowing? Share your ideas on our Facebook or LinkedIn pages.
Source:
State of the Industry report – 2025 – Technomic
