The restaurant marketing landscape in the US has evolved over the last two years, with a shift towards digital discovery and social media engagement over more traditional forms of discovery like word of mouth. As economic pressures mount, consumers are prioritizing value and transparency when choosing dining options. Social media platforms like TikTok and Instagram are becoming crucial for restaurant discovery, particularly among younger demographics. Nearly 40% of consumers find new dining spots through social media, emphasizing the importance of a strong online presence.
Economic challenges, including rising inflation and tariffs, are influencing consumer behavior and restaurant operations. The need for innovative marketing strategies that emphasize value and adapt to changing consumer expectations is more critical than ever. Restaurants must focus on clear communication, particularly regarding pricing, to build trust and maintain customer loyalty. Brands should continue to leverage digital channels and promotional strategies to attract and retain customers, despite the economic uncertainties.
Cost savings are the most appealing motivator for restaurant ordering, making it crucial for operators to convey value and transparency during economic uncertainty.
Pooja Lal, Research Analyst
This Report examines consumer attitudes, behavior and trends related to restaurant marketing strategies. FSRs and LSRs are included in the scope of this discussion, as well as all of food procurement (dine-in, takeout, delivery). For the purpose of this Report the term “diners” refers to any adult that has ordered from a restaurant in the past three months.
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