Consumers in the US are keen to treat themselves, and dining out still provides a means to do so. However, the industry’s growth faces uncertainty due to potential policy changes from the Trump administration.
Diners in 2025 remain cautious about menu price increases, but that doesn’t damper their enthusiasm for dining out. A significant driver of their purchases across all dining occasions – particularly solo, convenience-focused experiences – is the desire to treat themselves. Messaging around self-care and indulgence resonates deeply, especially when paired with value-driven offers like bundle deals that make quick, uplifting dining experiences both seamless and accessible.
Restaurants, already operating on narrow profit margins, could be heavily impacted by adjustments to immigration policies or import regulations from the Trump administration, which directly affect their labor force and supply chains. Any resulting cost increases risk being passed on to consumers, potentially leading to further spending pullbacks.
Despite these challenges, the growing demand for snacking, tasting menus and varied dining experiences presents a key opportunity. By emphasizing instant gratification and creating distinctive, memorable moments for diners, restaurants can position themselves as a much-needed reprieve in an increasingly tense economic and political environment. Investing in unique, personalized experiences will be essential to capturing this evolving market.
For the purposes of this Report, Mintel has used the following restaurant definitions.
This report was written by Varchasvi. Varchasvi joined Mintel in 2021 as an Analyst for US Foodservice and Mintel Menu Insights. Prior to joining Mintel, she completed her MBA from the University of Notre Dame with concentrations in Marketing and Strategy.
Diners are looking to restaurants to provide joy and reprieve. Personalized, memorable experiences that offer instant gratification will be key to standing out.
Varchasvi
Research Analyst
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