Dining out remains a beloved part of American life, but YouGov’s Check, please: US dining out report 2025, released today, reveals that rising costs and shifting priorities are reshaping how and where people choose to eat.

While seven in ten Americans still dine out at least once a month, 37% say they’re dining out less frequently than a year ago, with lower-income households most affected. Most diners who are cutting back cite the rising cost of restaurant meals (69%) and a desire to save money (58%) as the main reasons.

The findings paint a picture of consumers who still love restaurants—but now expect greater value, smarter deals, and meaningful rewards for their loyalty.

Key findings

• Dining frequency declines under pressure: 37% of US diners are dining out less often than last year, including 44% of lower-income diners. Only 8% of diners say they are eating out more.
• Rising costs dominate perceptions: 82% say restaurant prices have increased in the past 12 months, and just 28% believe prices are fair for the quality received.
• Money-saving behavior widespread: 54% of Americans report changing their dining habits to spend less, most commonly by:
  • Choosing cheaper restaurants (60%)
  • Using discounts or coupons (53%)
  • Ordering fewer items (51%)
  • Skipping drinks (42%)
• Upscale dining takes the hardest hit: Nearly half of lower-income diners (48%) and middle-income diners (46%) say they visit fine-dining restaurants less often compared with 2024.
• Deals drive demand: “Buy One, Get One” offers (58%) and discounts (56%) are the strongest incentives to dine out more often, followed by loyalty points and free appetizers (both 33%).
• Digital discovery matters: Emails and newsletters (33%) and social media (32%) are the top channels for learning about restaurant promotions, with younger diners especially responsive to apps and online offers.
• Loyalty programs retain strong appeal: More than a third of US diners (37%) have used a restaurant loyalty program in the past year, and 77% say such offers would make them visit more often.
• Generational divide: Gen Z and Millennials (57%) are more likely than older diners (52%) to have changed their dining behavior. Nearly half (44%) used a loyalty program in the past year, compared with 32% of Gen X and Boomers.
• Most-considered restaurant brands among likely diners in 2025:
  • Quick Service: McDonald’s (49%), Chick-fil-A (40%), Burger King (39%)
  • Casual Dining: Olive Garden (38%), Texas Roadhouse (35%), Applebee’s (30%)
  • Fast Casual: Panera Bread (33%), Chipotle (30%), Five Guys (28%)
  • Specialty Dining: Starbucks (36%), Dunkin’ (33%), Krispy Kreme (21%)

“Americans still enjoy dining out, but value has become the deciding factor shaping where and how they choose to eat,” said Nora Hao, Sr. Sales Director, YouGov America. “As costs continue to rise, consumers are becoming more selective — and restaurants that pair affordability with loyalty rewards, and smart digital engagement will come out ahead in 2025.”

The US dining out report 2025 is based on a YouGov survey conducted between August 11 and September 2, 2025, among 1,500 U.S. adults (including 1,300 U.S. diners). Data was weighted to be nationally representative. Brand rankings are sourced from YouGov BrandIndex, which tracks daily perceptions of thousands of brands across the U.S.

For more information, visit business.yougov.com.