A recent study by Popmenu, a company serving over 10,000 restaurants with its technology, reveals key trends expected to shape the U.S. restaurant industry in 2025. The study involved 359 U.S. restaurant operators and 1,000 consumers, and it highlights the strategies that restaurants are likely to employ to engage customers and improve their bottom line.
According to the study, restaurant operators want to enhance guest engagement in 2025 by implementing new pricing, ordering, and marketing strategies. They also aim to create unique dining experiences and to adopt artificial intelligence (AI) and automation to fill labor gaps and enhance customer service.
In the wake of rising food and labor costs and intense competition, most restaurant operators (62%) are cautiously optimistic about their business prospects in 2025. There are also expansion plans, with nearly a third (32%) planning to open a new location or expand existing ones.
From the standpoint of consumers, restaurant visits and takeout/delivery orders have slightly declined, down to 69% from last year’s 75%. However, a majority (62%) expect their restaurant spending to stay steady in 2025, and 23% anticipate an increase.
As for the trends consumers can expect from restaurants, there are plans for fewer price increases and ordering fees. While 57% of operators expect some increase in menu prices, this is a significant drop from last year’s 71% and 93% in 2022. In addition, 75% of operators intend to reduce online ordering fees.
The use of AI in restaurant operations is also expected to increase, with 34% of operators having already adopted AI technology and 48% planning to do so in 2025. Furthermore, the study reveals that 54% of operators believe AI will become a restaurant staple over the next three years.
Restaurants also plan to offer more personalized offers and wider menu options. Three out of four operators plan to increase their marketing activities and develop detailed profiles of guests’ preferences to send tailored messages and offers.
In terms of dining experiences, operators are looking to differentiate themselves by offering limited-time menus, classic dishes with a twist, value meals, and unique dining experiences. 74% plan to provide standout dining experiences.
The survey was conducted anonymously from November 20, 2024, to January 10, 2025, for restaurant owners and on November 17 to 18, 2024, for consumers.
