SURVEY: The Top 6 Changes Impacting the Restaurant Industry in 2025

The restaurant business is changing a lot. As we look to 2025, there are some important trends that restaurant owners need to know about. Understanding these changes can help you plan and stay flexible so your business is successful.

We asked 1,000 customers about their eating habits and restaurant trends. We found out they care more about prices than ever, like ordering online, and feel okay using apps to order from their favorite places.

Let’s see what those 1,000 customers said. But first, I’ll talk about what’s happening in the restaurant business right now. Let’s jump in!👇

The current state of the restaurant industry

Running a restaurant is no easy job, and the past few years have made it even harder with inflation. Luckily, only 17% of restaurants fail within the first year, but there are still some challenges that owners are facing. 

Most notably, restaurant costs have gone up a lot. Even though prices aren’t as high as they were in 2023, food costs are still at their second-highest level in 15 years. In the last five years alone, food prices have gone up by 28%. In the past four years, restaurant labor costs have shot up by 31%. With prices like these, keeping a restaurant profitable is getting harder.

Given all these rising costs, understanding what customers want and how restaurants can adjust is more important than ever. Let’s take a look at what our latest survey reveals about guest expectations to keep in mind in 2025: 

Trend #1: 77% of guests are ordering from restaurants as often or more frequently in the past year

The good news is that customers continue ordering food from restaurants despite economic concerns. Thirty-six percent of guests order more often than before, and 41% are ordering about the same. 32% said they’re trying out more new restaurants than usual in the past 12 months. And 40% of guests have ordered from a restaurant in the past month. 

We also found that customers are most influenced by menu selection when trying new restaurants. So, to continue reaching those customers, I highly recommend prioritizing the customer experience and menu improvement efforts. Try out some of these restaurant marketing ideas: 

• Create menu pages for every dish: Creating dedicated menu pages for each item, starting with your most popular dishes. For instance, Talkin’ Tacos increased their traffic by over 25% after using this strategy to rank higher for keywords like "guacamole" and "birria" on Google.
• Use enticing restaurant descriptions: Craft detailed descriptions for your menu items to capture attention. Focus on highlighting unique ingredients, flavors or the story behind the dish to engage potential customers and enhance their dining experience.
• Use menu psychology to highlight profitable items: Design your menu strategically by using tactics like placing high-margin dishes in prominent areas, using bold fonts or adding eye-catching visuals to draw attention to your most profitable offerings. This can subtly influence customers’ choices and boost your bottom line.

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Trend #2: 63% of guests say convenience is crucial in their ordering decisions

Convenience of delivery or takeout is no longer a nice-to-have—it's a top priority for your guests. In fact, it’s very important for 63% of customers.  That’s why it’s important to prioritize a smooth and easy ordering process. 

This survey data adds to existing data that we have on just how much guests care about convenience when ordering online. For example:

• 69% of guests say a confusing or poorly designed website makes them less likely to place an order.
• Thirty-five percent of guests use mobile apps weekly to place food orders. 
• Eighty-seven percent of guests say they’re more likely to reorder if you provide a great online experience.

To help hit the mark on convenience, start with an accessible and easy-to-use website for your customers. 

In a previous survey, we found that 91% of customers check your website before deciding to order, and 75% won’t order if your site or online ordering experience is bad. A smooth experience—whether through your mobile app or online system—helps keep customers coming back.

What does this mean? It’s simple: Your digital ordering experience needs to be seamless, or you’ll lose customers. Mobile apps can help achieve this, and yet restaurants are still underestimating how much guests value the convenience of mobile apps.

If you don’t already have a branded app or a streamlined online ordering system, now’s the time to get set up. A user-friendly website is especially important for new and less frequent customers, while a branded app can make a big difference for your regulars. In fact, restaurants with apps see 85% more return customers than those without one.

The Owner.com app helps restaurants increase their online sales and average ticket size. It automatically suggests "commonly paired items" at checkout—a simple way to boost revenue while making the experience easier for your customers.

Take our friends at Metro Pizza as an example. They launched their branded app and within just 90 days, over 11,000 customers had downloaded it. Now, it’s the primary way their customers place orders because it’s so convenient. 

That’s the kind of impact a user-friendly online system can have on your business.

Trend #3: Pricing is a top factor in trying new restaurants

Menu selection is a top reason that influences customers to try a new restaurant. People are looking at menus and asking themselves, “Is this worth it?” That’s why a solid, competitive menu pricing strategy is so important to attract new customers. 41% of guests said pricing is one of the key factors when trying a new restaurant. 

Price is what you pay, value is what you get. So, there's more to a customer's sensitivity to prices than just the dollar amount. For example, 48% of guests say menu selection can sway whether or not they’ll try a new restaurant. 

So, how do you balance pricing with value to ensure you have healthy profits and customers? Here’s what you can do: 

• Find your menu market fit: Know your customers, what they want and what your competitors offer. This will help you price your menu items and offer extra value where others fall short.
• Get your menu pricing right: If you’ve had to raise prices because of rising food or labor costs, you’re not alone. Try focusing on showing the value behind your dishes—whether it's through better ingredients or larger portions. Guests are willing to pay more if they feel they're getting something special in return, even those who are price-conscious.
• Start a loyalty program: 41% of customers say loyalty programs encourage them to buy from restaurants. Offering rewards for frequent visits, like a free meal after a certain number of purchases, encourages repeat business and builds stronger relationships with your customers. 
• Give offers and rewards: Guests love feeling like they're getting a deal. Limited-time offers, seasonal specials and exclusive discounts can be powerful ways to attract price-conscious diners. You don’t have to offer big discounts—just small perks like a free appetizer with a meal or a combo meal can go a long way in keeping guests coming back.
  
  

Trend #4: Almost half of guests believe third-party delivery fees are unfair

Third-party delivery fees aren’t cheap. In fact, 49% of guests think that third-party delivery fees are too high. 

DoorDash charges restaurants 30% commissions on many orders. These fees can be expensive for customers, too—some apps charge a 15% service fee! Fees are sometimes passed on to the customers in the form of higher prices as well. In our recent survey, 49% of guests said that third-party delivery fees are too high. Outside of these numbers, there also seems to be a lot of discussion about this in related Reddit threads.

So, how can you avoid losing guests over these high fees? One solution I recommend is offering direct delivery through your restaurant’s website. Not only does this help you bypass those expensive third-party commissions, but it also allows you to keep delivery fees reasonable for your guests. 

With Owner.com, you can enjoy commission-free delivery, meaning more savings for you and your customers. We’ve found that charging a modest $4 delivery fee strikes a good balance—keeps your sales strong without scaring off customers. See how you can get more out of your delivery orders in my video below:

Take Phillip Hang, our friend and owner of Sushi Me Rollin’, for example. He was struggling to drive more direct orders through his restaurant. But after partnering with Owner.com, his direct online sales jumped by more than $77,000 in just 10 months. 

That’s the power of cutting out the middleman and creating a seamless, affordable experience for your guests.

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Learn more: Food Delivery Statistics

Takeaway #5: 45% of guests are likely to abandon orders due to high fees

Abandoned carts mean money left on the table. Studies suggest that over 70% of carts are abandoned. Our survey found that 45% of guests are likely to abandon their orders because of high fees. 

I explained how you can lower these fees above, but there are ways to make sure your customers don’t get scared away by fees at checkout. My favorite is cart abandonment emails through email marketing campaigns. 

These are so easy to do and budget-friendly. With an email marketing tool like Mailchimp you can automatically remind guests that they have items in their cart. Be sure to also include a picture of that tasty meal they’re leaving behind. 

Mo and Omar, the co-founders of Talkin’ Tacos, have also mastered the art of sending effective cart abandonment emails. Using Owner, they were able to set up these automated emails in just a few minutes, and now, they generate nearly $2,450 in additional sales every month.

Takeaway #6: 39% of guests feel restaurant value has decreased over the past year

It’s no secret that guests are becoming more critical of the value they receive when dining out. Nearly 39% of people believe the value restaurants offer has gone downhill in the past year. 

So, what does this mean for you? It’s time to focus on delivering value in every aspect of the dining experience beyond just pricing. Value doesn't have to mean lower prices—it’s about showing your guests why their meal is worth every penny. 

For example, 48% of guests are willing to pay more if it means getting healthier options or specialty cuisines. So, there’s room to work with as long as you offer value.

With rising food and labor costs, it can feel challenging to deliver both quality and affordability. Here’s what I recommend doing to add value to your restaurant: 

• Market your added value: Don’t forget to market your value-added features. Highlight loyalty programs, exclusive offers or premium dining experiences that can give guests more reasons to return. For example, offering early access to new menu items or “VIP” dining nights for loyal guests can add a sense of exclusivity and make them feel appreciated. 
• Deliver a standout experience: Guests are willing to pay more when they feel the experience is worth it (think seasonal dishes or offering personal services). This can help your restaurant stand out and create a really cool experience for people.

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Stay ahead by embracing the latest restaurant trends

As we look to 2025, it’s clear that the restaurant industry is changing a lot, and customer expectations are shaping the future of dining. By staying on top of these trends, you’ll attract more customers and keep them coming back for more.

Want to give your restaurant a super boost in the new year? Check out how Owner.com can help streamline your operations and boost sales. Try a free demo today.

Methodology

The survey of over 1,000 adults aged 18+ was conducted via SurveyMonkey Audience for Owner on October 3, 2024. Data is unweighted and the margin of error is approximately +/-3% for the overall sample with a 95% confidence level. 

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