As Canadians continue to face cost-of-living concerns this year, consumer dining trends are shifting, from menu preferences to generational dining to restaurant visits and beyond. Restaurants Canada and Circana recently released the 2025 Hot 10 Restaurant Trends report, highlighting top dining trends in today’s uncertain economy.
“Canadians are expecting more value for their dollars as they grapple with affordability, and that’s reflected in many of the trends highlighted in this report,” 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.”
Here are some of the trends featured in the report that can help operators make targeted marketing, loyalty, and menu changes for success this year:
- Rising costs mean that coupon culture is growing, and consumers are increasingly searching social media for discounts and deals, as digital coupons are now more popular than physical coupons for the first time.
- Coupons continue to be popular, but combos are the most popular deal type. People are not necessarily looking for the lowest price, they are seeking maximum value for their foodservice dollars.
- In the past, turbulent economic conditions have resulted in consumers shifting their spending to less expensive table-service restaurants, but only one in six Canadians is doing that today. As an alternative, consumers are choosing less expensive menu items, opting to skip beverages in favour of just water, and ordering fewer add-ons. While 36 per cent of Canadians said they are cutting back on visits to quick-service restaurants, nearly 30 per cent said they are using coupons and discounts more often.
- With Gen Z heavily influencing today’s dining trends, they are upping the demand for tech tools as they search for deals and loyalty programs through digital ordering and delivery.
- Loyalty programs are attracting and retaining restaurant guests. Of Canadians who belong to a restaurant loyalty program, 75 per cent agree that loyalty programs make them more likely to want to go back to the restaurant, and 84 per cent say loyalty programs are a good way to get more value.
“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.”
Becoming aware of shifting diner preferences in today’s economy can help operators offer a better, more valuable experience to their customers.
