As consumers continue to be extra careful where they spend their money, demonstrating value can really differentiate a restaurant and drive traffic. How can operators offer more value while still maintaining their margins?

“Canadians are expecting more value for their dollars as they grapple with affordability…” said Kelly Higginson, President and CEO of Restaurants Canada. “In today’s competitive restaurant landscape, it’s more important than ever that restaurants understand these emerging trends and shifting consumer preferences.”

RELATED: Value-seeking consumers shape Canadian dining preferences

Value meals

Value meals are one way that operators can draw in customers, but diners may be in for a surprise, as even value meals have seen a significant price inflation in the last year. Technomic data shows the average value meal has increased 6.5 per cent in price year over year. Some meals that have seen the largest price hikes include chicken value meals (+ 12 per cent) and mixed dish value meals (+ 28.3 per cent).

Studies show that quality is just about as important to customers, though. When asked about factors that increase the value of an item, 57 per cent said price, but 55 per cent listed quality, so operators may still see higher traffic and sales while raising value menu prices, as long as diners still consider the meal worth the cost.

Menu items

Canadian dining preferences are shifting as cost-of-living concerns persist, the population becomes even more diverse, and Gen Z’s buying habits drive new consumer trends. Restaurants Canada and Circana LLC cover these new trends in their 2025 Hot 10 Restaurant Trends report:

• Coupon culture is on the rise, but consumers are increasingly turning to social media to find discounts and deals. Social media is also a growing source for diners looking for trendy dishes, viral flavours, and photo-worthy menu items.
• While previous economic downturns led consumers to shift their dollars to less expensive table-service restaurants, they are opting for less expensive menu items in 2025.
• The share of Canadians who are people of colour is expected to nearly double by 2041, which will shift more market share towards plant-based options. Nearly half of South Asian diners and a third of Latin American diners say plant-based dishes are important to them.
• While French fries and burgers still top the most ordered category, the chicken sandwich is the fastest-growing menu item.

“As cost pressures persist and Canada’s population grows more diverse, we’re seeing a real shift in how and why Canadians dine out,” said Vince Sgabellone, industry analyst, Food and Foodservice at Circana. “Value no longer just means low prices – it’s about maximizing the experience, whether that’s finding the best digital deal, customizing a meal to fit your lifestyle, or choosing a menu item that feels worth it. The chicken sandwich’s surge, the rise of digital couponing, and Gen Z’s influence are all signals of a restaurant industry evolving to meet new expectations.”

Keeping a watch on the trends, diner preferences, and shifting demographics will allow operators to connect with their customers and offer better value.