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.
This report looks at the following areas:
- Type of restaurants ordered from
- Restaurant and social media discovery sources
- Restaurant promotion interest and ordering motivators
- Restaurant associations by segment
- Restaurant marketing related behaviors and attitudes
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
Market Definitions
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.
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- New menu items don’t have to be “new”
- Graph 1: restaurant ordering motivators, 2025
- Improve messaging around macros for health-seeking consumers
- Menu hacks are a trial motivator
- Capitalize on viral trends
- Consumers want to feel heard
-
MARKET DYNAMICS
- Market context
- Market drivers
- Consumer sentiment declined by 10% from January, falling to its lowest level since late 2023
- Graph 2: consumer sentiment index, 2022-25
- Tariffs are adding an extra layer of stress to restaurants and consumers
- Tariffs are adding an extra layer of stress for restaurants and consumers
- Egg shortages are causing restaurants to crack down
-
CONSUMER INSIGHTS
- Consumer fast facts
- Type of restaurants ordered from
- Value is still a priority in 2025, but elevated menus experience growth
- Graph 3: type of restaurants ordered from, January 2025
- Younger consumers are more explorative diners
- Graph 4: type of restaurants ordered from, by generation, 2025
- Restaurant discovery source
- Word of mouth discovery takes a backseat
- Graph 5: restaurant discovery source, 2023 vs 2025
- Connecting with younger consumers will require new-age efforts
- Graph 6: restaurant discovery source, by generation, 2025
- Women rely on trust while men are more driven by impulse
- Graph 7: restaurant discovery source, by gender, 2025
- Brand exposure during major televised events can drive craveability
- Social media discovery
- TikTok and YouTube are ticking upward
- Graph 8: social media discovery source, 2023 vs 2025
- Gen Z is all about social media
- Graph 9: social media discovery source, by generation, 2025
- Find the balance between organic and inorganic social media marketing
- Graph 10: social media discovery source, by gender, 2025
- Maximize social media reach with diverse content
- Graph 11: social media discovery source, by race/ethnicity, 2025
- Restaurant promotion interest
- Consumers want simplicity over complexity
- Graph 12: restaurant promotion interest – any rank, 2025
- Quantity hooks Baby Boomers; affordability wins Gen Z
- Graph 13: restaurant promotion interest – any rank, by generation, 2025
- Catch male consumers when they are most likely to act
- Graph 14: restaurant promotion interest – any rank, by gender, 2025
- Dynamic pricing can benefit parents and operators alike
- Graph 15: restaurant promotion interest, by parental status – any rank, 2025
- Restaurant ordering motivators
- Value and craveability will go further than partnerships
- Graph 16: restaurant ordering motivators, 2025
- Promotional offers are a top motivator
- Women want deals and healthier options
- Graph 17: restaurant ordering motivators, by gender, 2025
- Gen Zs and Baby Boomers are aligned on healthier and snackable options
- Graph 18: restaurant ordering motivators, by generation, 2025
- Restaurant associations by segment
- Restaurants can blur the lines to fulfil differing needs
- Strategic associations can offer new perspectives
- Fast casuals aren’t hitting the mark with Gen Z
- Graph 19: restaurant associations by segment, Gen Z, 2025
- Parents and non-parents appreciate the “fast” in fast food
- Graph 20: restaurant associations by segment, parents of children under 18, 2025
- Graph 21: restaurant associations by segment, non-parents, 2025
- Parents and non-parents have different dining priorities
- Restaurant marketing behaviors
- There’s room to grow and connect on social media
- Graph 22: restaurant marketing behaviors, 2025
- Balance differing generational needs
- Graph 23: restaurant marketing behaviors, by generation, 2025
- Consistency in offers can help form habits
- Graph 24: restaurant marketing behaviors, by gender, 2025
- Parents want help making dining decisions, and social media can offer this help
- Graph 25: restaurant marketing behaviors, by parental status, 2025
- Restaurant marketing attitudes
- Clear communications will help build credibility
- Graph 26: restaurant marketing attitudes, 2025
- Guest expectations and values vary by age
- Graph 27: restaurant marketing attitudes, by generation, January 2025
- Imperfection in food photos can tap into authenticity
- Graph 28: restaurant marketing attitudes, 2025
- Create a sense of connection and community online
- Graph 29: restaurant marketing attitudes, by gender, 2025
-
INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- 2025: the year of Dubai chocolate
- Pickles are packing a punch, too!
- Taco Bell takes a grand approach to 2025 launches
- Brands are tackling seed-oil-free options
- Shake Shack goes (35,000 feet) above and beyond with Delta
- Applebees and IHOP collaborate in a new way
- Snack items are filling gaps and meeting budgetary needs
- Carl’s Jr. responds to protein demands
- Casual dining menus will look different
- Restaurants are cracking under pressure and adding an egg surcharge fees
- Collaborations are getting spicy
- Marketing and advertising
- McDonald’s aims to help patrons save with its new McValue menu
- Messaging surrounding LA Fires shows community and connection
- Brands leverage hangover recovery post-Superbowl
- Marketing around Lunar New Year can help brands connect with new audiences
- Red Robin launches a deal consumers won’t want to “pass” up on
-
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- TURF methodology
- Correspondence analysis
- Generations
- Abbreviations and terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
