The National Restaurant Association’s 2025 state of the industry report reveals reasons for operators to be optimistic in 2025. Here are our Top 10 Takeaways from the report to help inspire and guide your restaurant marketing strategy in 2025.1
No. 1: Let Someone Else Do the Cooking. 80% of adults said they prefer to spend their free time dining out at a restaurant over cooking at home.
No. 2: Sales are Trending Upward. Restaurant sales are predicted to increase 4% this year to $1.1 trillion.
No. 3: Operators Feel Optimistic. 80% of operators are optimistic that sales will increase in 2025.
No. 4: More Money = More Visits. 80% of consumers said they would visit restaurants more often if they had the money (including 76% for QSR).
No. 5: Deals and Discounts Dominate. 95% of restaurant operators said their customers are more value-conscious than they used to be, while 55% responded in 2024 by adding new discounts, deals, or promotions.
No. 6: Discounts Drive Diners. 80% of consumers said they would take advantage of discounts for dining on less busy days of the week or times of day or a discounted add-on.
No. 7: Loyalty Delivers. 61% of restaurant customers said a loyalty program is an important factor when choosing a restaurant for a delivery order.
No. 8: Loyalty Powers Traffic. 76% of limited-service restaurants saw an increase in traffic in 2024 driven by their loyalty program.
No. 9: Highly Desirable Delivery. Eighty-two percent of consumers, including 89% of millennials, want to order delivery more often if their budgets allow.
No. 10: Takeout is Tantamount. Takeout remains popular, but Gen Z (67%) and millennials (64%) view it as essential.
Price and Value Are Critical to Attracting Diners
The good news from the latest Bureau of Labor Statistics data shows price increases have slowed significantly since 2022. Restaurant inflation (food away from home) peaked at 8.8% in March of 2023. Since then, it has trended downward, decreasing to 3.3% in January 2025.
Even After Inflation Decline, Prices Strain Consumers
Source: Bureau of Labor Statistics, January 2025 CPI Report, February 2025 Release.
Consumers continue to struggle to balance their budgets and seek value to manage expenses, making competition for these price-conscious diners hotter than ever.
Diners may be price sensitive, but appealing taste and quality of food are top considerations in selecting a restaurant. Price is second only to appealing taste and tied with fast service.2
Reasons for Choosing a Restaurant February 2025
Diners don’t just demand affordability; they also expect quality. Chains who consistently deliver the best value for their money can increase market share.
Attract New Diners with Value-Focused, Multi-channel Restaurant Marketing
Restaurant and Takeout Customers Advertising Response Past 12 Months
Source: AdMall AudienceSCAN 2024
A well-planned, multi-channel advertising approach that focuses on value is essential for connecting with consumers as they decide where to dine.
4 Reasons Why Multi-Channel Restaurant Marketing Works
No. 1: Diners pay attention to mail.
More than one-third (35%) of restaurant-goers say coupons and special offers they receive in the mail influence their dining choices—up four points from the previous year.³
No. 2: Mail gets people to try new restaurants.
Over half (53%) of consumers have visited a new business, service, or restaurant in the past six months because of marketing mail. Restaurants lead the way, with 68% of recipients saying they’ve tried a new spot after receiving promotional mail.⁴
No. 3: Digital deals and coupons are a big draw.
Now more than ever, customers are looking for online discounts—28% actively seek them out, a six-point jump from the previous year.⁴ Restaurant diners are also 17% more likely to find and use digital coupons.⁵
No. 4: Email still matters.
More than half (53%) of consumers say they appreciate getting marketing messages in their inbox.⁴
Get More from Your Restaurant Marketing
Learn how restaurants have achieved their marketing goals with Mspark’s solutions in our case studies. Click “Get Started” below to connect with an expert and start planning your 2025 marketing strategy.
Sources: The restaurant industry is projected to reach $1.5 trillion in sales this year, nrn.com, Feb. 6, 20251; Prosper November 2024²; Vericast 2024 Restaurant TrendWatch Report³; USPS Mail Moments 2024⁴; AdMall 2024⁵.