Diners cutting back

More Americans are eating out less often as higher menu prices push them to hunt for value and, increasingly, lighter meals. (yougov.com) YouGov reported in October 2025 that 37% of U.S. diners were eating out less often than a year earlier, including 44% of lower-income households. The same survey found 82% thought restaurant prices had risen in the past 12 months, while only 28% said those prices felt fair for the quality. (yougov.com) Among diners trying to spend less, 60% said they were choosing cheaper restaurants, 53% were using discounts or coupons, 51% were ordering fewer items, and 42% were skipping drinks. National Restaurant News, citing the same YouGov data, said 58% of diners would go out more often if restaurants offered buy-one-get-one-free deals. (nrn.com) That pullback comes as restaurant prices have outpaced grocery inflation. McKinsey said U.S. “food away from home” prices rose about 6% from January 2024 to September 2025, versus about 3% for “food at home,” widening the gap diners use to judge whether a meal out is worth it. (mckinsey.com) The National Restaurant Association said on February 11, 2026 that the industry still expects $1.55 trillion in sales this year, but called the backdrop “challenging” because traffic is uneven and household budgets remain tight, especially for low- and middle-income consumers. Its 2026 report said operators are being pushed to deliver value while absorbing persistent labor and food-cost pressure. (restaurant.org) Restaurants are also adjusting to a second shift: some customers want smaller portions and more health-forward choices instead of the biggest plate for the lowest price. FSR magazine reported in January 2026 that full-service operators are adding smaller portions, tapas-style formats, and nutrient-forward dishes as diner behavior changes. (fsrmagazine.com) That change is showing up in industry research beyond one survey. The Food Institute reported in February 2026 that CivicScience found healthy options had moved ahead of service quality in what diners value for some away-from-home eating occasions. (foodinstitute.com) McKinsey said health considerations are now one of the forces reshaping restaurant demand, alongside pricing and generational differences. It also found Gen X and baby boomers showed the sharpest pullback in dining and delivery spending, while higher-income millennials were the least likely to cut back. (mckinsey.com) For operators, the result is a narrower target: meals have to feel worth the money, and often worth the calories. The diners still showing up are buying more selectively, not abandoning restaurants altogether. (yougov.com)