As we move into 2025, what are consumers looking for from their favourite restaurants? Studying diner preferences allows restaurateurs to tailor their menus and create memorable experiences that resonate with their customers, building profit margins, increasing traffic, and growing customer loyalty.

Health and wellness

Research from Open Table suggests that diners are most concerned with their health and well-being, citing that the most popular New Year’s resolution for 2025 was healthier eating (47 per cent).

As part of a healthier way of eating and drinking, many diners are cutting out alcohol, either temporarily, or as a long-term commitment to a healthier lifestyle.  Mocktails have risen in popularity over the last several years and that trend will continue throughout this year. “Canadians have spoken, and over a third said that they are likely to drink mocktails at a restaurant. We’re seeing restaurants adapt their menus to meet the moment, with 44 per cent of Canadians noticing an increase in non-alcoholic drink options at bars and restaurants in the past 5 years,” said OpenTable’s Country Director, Matt Davis.

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Value

As the economy continues to be unpredictable, value remains a concern for Canadian consumers. 95 per cent of restaurant operators confirm that diners are more value-conscious, and as a result, 47 per cent of operators plan to add discounts, deals, or value promotions this year, to try and capture those customers.  But it’s not just about paying smaller amounts; diners are looking for more for their money when they visit their favourite restaurants.

“In 2025, the meaning of ‘value’ to the dining consumer will extend beyond price to include a mix of experience, hospitality and affordability,” states the National Restaurants Association’s press release. “Research highlights that welcoming environments and socialization are key motivators for consumers.”

Experience

While value is a vital part of today’s consumer decision making, diners are also prioritizing their restaurant experiences, with 29 per cent of people looking to try a greater variety of new cuisines this year, and 17 per cent planning to dine out more often. Creating a more diverse menu and incorporating seasonal items can help to offer guests variety and a memorable experience.

With the continuing demand for convenience, some guests may equate technology with an elevated experience. Providing mobile ordering, for example, can be perceived as higher value and an improved experience for off-premise dining.

As 2025 progresses, operators who get to know diner preferences, listen to their guests, and adapt based on long-term trends can stand out and attract attention in the sea of competition.