This year, 68 percent of consumers have chosen to cook at home, rather than ordering from a restaurant, so the competition for diner dollars has become even fiercer. What are diners looking for from their favourite restaurants in 2025, and how can restaurants best deliver on those expectations?

Value

Given that 2024 featured a value-conscious customer, many operators have adopted a targeted approach to increase traffic and appeal to customers who were watching their spending.  More than half of consumers think restaurant discounts and coupons are important, so fresh and interesting LTOs are a way to attract customers looking for something new that adds value, without cutting already thin restaurant margins.

Customization

Consumers lead busy lives, and personalization can help save time and show that restaurants are paying attention for a better guest experience. Features like targeted marketing, order recall, loyalty rewards, and more show diners that you prioritize their experience. Customers are also aligning themselves with like-minded businesses, so getting to know what your customer values and connecting where you align is another way to customize their experience. Things like seeking out local suppliers, investing in sustainable packaging, or offering a pet-friendly patio can help you connect with your customers for a more personalized, memorable experience.

Differentiation

With consumers so cost-conscious these days, they may need a little extra motivation to be convinced to visit your restaurant. Help make that decision easy by standing out from the competition. This could mean hosting events like murder mysteries, offering a frequently changing menu, partnering with a local charity, or anything else you think might resonate with your customers. While exceptional food and service are still of vital importance, encouraging guests to visit your restaurant may require operators to be creative to differentiate themselves from the many other choices out there.

These trends are some of the things that diners are prioritizing this year that operators need to focus on to stay competitive, increase sales, and thrive through 2025.