Dive Brief:
- Over a third (37%) of American diners say they have dined out less frequently in the past 12 months, a proportion that increases to 44% among low-income diners, according to polling firm YouGov’s U.S. dining out report 2025. Only 28% of consumers say they feel restaurant prices are at a fair level.
- A majority of Americans (82%) said they feel that menu prices have risen considerably in the past 12 months, and 69% of consumers who have reduced dining out frequency said they have done so specifically because of price increases. Nearly 60% said they are trying to save money and 57% said they are facing an increased cost of living.
- Among the diners cutting costs, 60% said they are choosing cheaper restaurants while 53% said they are using discounts or coupons, and 51% are ordering fewer items.
Dive Insight:
Deals and discounts continue to have a strong appeal to diners and promotional activity across the industry has been widespread in the past year. Value menu-related traffic was up 1% during the second quarter, according to Circana. Over the last year, McDonald’s has revived Extra Value Meals combos, offered discounts and buy-one-get-one offers and added items to its McValue menu. Casual chains have been especially aggressive in offering promotions and marketing value items.
Fifty-eight percent of diners said BOGO offers are the top incentive that would get them to dine out, while 56% said discounts would drive occasions. BOGO promotions also are the top incentive to encourage low-income diners, with 62% of these consumers ranking this type of offer among the most attractive deals. But middle- (60%) and high-income diners (56%) were more likely to prioritize discounts.
Chains, including Philz Coffee, Krystal and Cava have added or updated rewards programs in the past year to boost frequency. But YouGov’s report found only 33% of diners said loyalty points and rewards encourage them to dine out more frequently. However, 40% of diners said they have used a loyalty program in the past 12 months, a rate that goes up to 44% among younger demographics. By contrast, only 32% of Gen X and Baby Boomers said they have used one.
The success of loyalty programs could depend on the offers they provide. While 77% said a loyalty program could potentially push them to visit a restaurant more often, 44% said it depends on the offer.
YouGov surveyed 1,500 U.S. residents from Aug. 11 to Sept. 2, 2025.
