Expanding the Definition of Value

More than eight in ten restaurant operators expect 2025 sales to meet or exceed 2024 levels, but rising competition will require differentiation through experience, service, and innovation, according to The National Restaurant Association’s 2025 State of the Restaurant Industry report. Despite the positive outlook, many operators say, "new year, similar concerns." In 2025, restaurants will continue to grapple with many of the same challenges they faced in 2024. Rising labor and food costs, along with the ongoing struggle to recruit and retain employees, remain among the top concerns for both fullservice and limited-service operators. 

"The fundamentals of the restaurant industry are strong, and operators are optimistic about the year ahead," said Michelle Korsmo, President & CEO of the National Restaurant Association. "Industry sales are expected grow more than four percent this year, and employment should reach nearly 16 million jobs. That growth will come from restaurant…