CONSUMER + OPERATOR INSIGHTS

Operators are learning how to satisfy people’s changing preferences—while still delivering special experiences at a value.

“Great taste” and “value” are among the top considerations for people when choosing a restaurant.¹

^{Sources: 1. Datassential Consumer Omnibus (August 2024), as cited in Datassential Table Stakes Report (September 2024) ; 2. IFMA CPP Research Window #1 (2024) ; 3. Datassential Mid Year Trends (2024) ; 4. NRA State of the Restaurant Industry (2024)}

LEARNING BY LISTENING

Based on recent market surveys, people are still feeling the squeeze from inflation and rising living costs. Yet, that’s not keeping them from dining out.

While 32% of people will order cheaper menu items than usual as a strategy to save money at restaurants¹, diners report they spend nearly a third of their food & beverage budget away from home.²

WHAT DRIVES
TODAY’S PATRONS

60% of people say they have changed what they buy or how they shop due to price increases. This is especially true for Gen X consumers, who are more likely than any other generation to change their shopping habits due to price.³

9 in 10 people enjoy going to restaurants and say that’s where they experience dishes and drinks that they haven’t tried before.⁴

^{Sources: 1. Datassential Keynote Report Healthy (2024) ; 2. Datassential Midyear Trends (2024)}

PRIORITIZING NUTRITION:
A HEALTHIER OUTLOOK

Diners are striving to eat “healthy”, with a strong emphasis on the nutritional value of food and beverages. This highlights the growing demand for balanced, health-focused menu options, such as veggies, fruits, and
whole grains.

A BROADER APPROACH TO WELLNESS

While people are prioritizing health, it’s no longer just about nutrition-focused eating. Sometimes an indulgent meal can brighten someone’s day, reflecting a more holistic view of wellness. People’s choices are increasingly driven by their mood and cravings—embracing a trend that’s less about “This or That” and more about “This and That.”

53% of people say they typically choose the menu item that
sounds the most delicious over the ones they think are healthiest.²

When choosing food to order at a restaurant, 35% of people order a mix of items that sound delicious and healthy.²

47% of Gen Z and 43% of Millennials state their top motivation for eating healthy is to “feel good.”¹

“Eating right” is one of the most important factors of a healthy lifestyle for people.¹

“Grilled/baked items that are normally fried” is among the strongest motivators for people to choose healthful options at restaurants.¹

HYDRATION’S ROLE IN WELLNESS

Hydration remains a top health goal for consumers alongside exercise.¹ People are exploring lower or no-alcohol options and considering how coffee consumption fits as part of their hydration equation.

PERKING UP COFFEE MENUS

As people look to meet their hydration goals, operators can tweak their current coffee offerings to offer hydration solutions.

Nitro Cold Brew

A creamy and smooth coffee option that’s often gentler on the stomach.

Coffee with Fruit and Herbs

Fruit and herbs can enhance coffee, and coffee and cold brew combine with fruit purée for a distinct smoothie. Further, herbal infusions like mint or lavender can boost a drink’s refreshing and hydrating appeal.

^{1. BUZZ Annual Report (2024) ; 2. Datassential Low- & No-ABV SIP (January 2024), as cited in Datassential Big Picture Factors (2024)}

Water and coffee are among the most consumed daily beverages.¹

67% of alcoholic beverage drinkers have recently tried a low-ABV offering.²

WHAT’S TOP
OF MIND
FOR OPERATORS

With a renewed sense of stability and cautious optimism, foodservice operators are considering their biggest challenges going into the next year:

Customer Satisfaction

One of the most important business objectives for all operators¹

Increasing Repeat Customers

Among the top business challenges for restaurant operators¹

Managing Waste

One of the major challenges for operators, especially in retail¹

Labor & Food Costs

Among the most pressing challenges for foodservice operators²

^{Sources: 1. Datassential PULSE Industry Overview (2024) ; 2. Datassential Operator Omnibus (August 2024), as cited in Datassential Table Stakes Report (September 2024)}

“Increasing earnings / bottom line” is one of the major goals operators are prioritizing.²

Some profitability strategies adopted by operators:²

Launched new items/LTOs
Raised Menu Prices
Focused on Value
Invested in Technology / Automation
Reduced Menu Size