MRM Research Roundup: Destination Dining, Voice Commerce, and the Force of Fast Food

This edition of Modern Restaurant Management (MRM) magazine's Research Roundup features delivery data, tariff troubles, summer dining trends, and Beer Serves America.

Delivery Expectations and Consumer Preferences

Despite economic uncertainty, delivery sales and transactions increased industry-wide, according to PAR Technology Corporation’s 2025 Quick Service Restaurant (QSR) Operational Index Report highlighting key insights in the restaurant industry from third-party delivery to state-specific employee data. 

The report analyzed data from more than 30,000 QSR restaurants that generated a total of 4.5 billion transactions and $67 billion in sales in 2024.

In 2024, restaurants across the country saw an average five percent increase in transactions and an average eight percent increase in profits with only four percent caused by price hikes. Companies saw a sales boost in 2024 as loyalty transactions increased by over 30 percent. Additionally, consumers continue to favor delivery transactions, which are up by 383 percent since 2020.

In recent years, consumer behaviors have drastically changed to now preferring delivery services and an increased willingness to pay a premium for a seamless experience. The report also includes additional key industry insights, including:

Delivery sales and transactions increased industry-wide despite economic uncertainty:

• Kiosk as a channel is up 27 percent YoY and 49 percent since 2020, and mobile is up 21 percent YoY and 368 percent since 2020.

• Delivery continues to set the industry benchmark with 73 percent more transactions than counter checks and kiosks, and 63 percent more transactions than mobile and drive-thru.

• Restaurants see the highest volume of transactions during dinner (defined as 4 p.m.-9 p.m.) with 267 percent more transactions than breakfast, 55 percent more than lunch, and 29 percent more than late-night.

Increased labor cost and staff shortages impacted restaurants nationwide:

• In 2024, restaurants experienced a 6 percent increase in labor costs, which is nearly double the average increase of U.S. labor costs at 3 percent.

• Many states experienced significant increases in labor costs, the top five being Georgia (28 percent), Hawaii (11 percent), and Wisconsin, Alabama, and Alaska (7 percent).

• While turnover rates declined from 139 percent to 122 percent–78 percent of restaurant owners were impacted by staff shortages.

PAR also released its latest data snapshot, Consumer Preferences Snapshot: Restaurant Automation. Fielded by Dynata, the findings of this snapshot analyze data from 1,000 U.S. consumers* to capture sentiments and preferences around AI usage in restaurants, and its impact on engagement and purchasing behavior.

The data revealed that 60 percent of consumers surveyed prefer human staff versus AI-managed customer support, despite the potential for increased service efficiency. Additional findings indicate that 44 percent favor a balance of human staff and some technology, while 41 percent prefer no AI use at all in their dining experience. Respondents also shared two main concerns about AI in restaurants: the potential job loss for human workers (64 percent) and the lack of human connection or atmosphere (62 percent).

In recent years, the food service industry has undergone a rapid transformation of automation and increased technology usage. This has led to many perks for consumers, such as reduced wait times, contactless ordering, and more personalized offers and rewards. Even with these enhancements in service quality, consumers still value having a real employee on the other end providing services. Respondents noted that lack of human connection or atmosphere and potential job loss for human workers are major concerns when it comes to technology.

Additional key findings include:

• Gender gaps in acceptance: Men (33 percent) are nearly twice as likely to support AI replacing human restaurant workers to women (17 percent).

• Generational divides in tech preferences: Millennials (35 percent) and Gen Z (34 percent) are far more supportive of AI replacing human restaurant workers.

• Consumer preferences impact attitudes and action: 33 percent of all respondents have avoided restaurants because of too much self-service technology.

• Ethics and comfort around AI: 37 percent of all respondents feel uncomfortable with AI-driven personalization compared to 33 percent who do feel comfortable. Additionally, 36 percent believe a restaurant is “more ethical” if it does not use AI, compared to those who see no ethical difference (30 percent).

• Tech’s impact on tipping: 56 percent of all respondents would reportedly not tip an AI system, while 22 percent would either tip or at least consider tipping, depending on the service.

Fast Food and QSR Value

The United States Fast Food & Quick Service Restaurant Market size was valued at US$ 248.8 billion in 2024 and is anticipated to rise at a CAGR of 3.74 percent from 2025 to 2033 and reach US$ 345.6 billion by 2033, according to The "United States Fast Food and Quick Services Restaurants Market Size and Share Analysis – Growth Trends and Forecast Report 2025-2033" from ResearchAndMarkets.com.

The market is influenced by evolving consumer lifestyles, the growth of digital ordering, and consumer demand for convenient and affordable dining. Growing menu innovation and healthy fast food further drive the growth of the market.

QSRs and fast food have become the leading segment of the food sector because of time-strapped lives, urbanization, and the urgency of instant meal options. Large chains like McDonald's, Subway, and Taco Bell keep growing, while new brands focus on healthy choices and vegetable-based offerings. Advances in technology through mobile applications and delivery have driven market growth further. The demand for fast food is still strong because it is affordable, convenient, and offers a wide variety of menu items, which is why it is the go-to option for millions of Americans every day.

Growth Drivers in the United States Fast Food & Quick Service Restaurants Market

Growing Demand for Convenience and On-the-Go Eating

The busy lifestyle of American consumers has driven the need for quick and convenient meals. With increased work hours, hectic lifestyles, and a desire for little meal preparation, fast food and quick service restaurants (QSRs) offer the perfect solution. Drive-thrus, mobile ordering, and third-party delivery options like DoorDash and Uber Eats have further increased convenience, enabling customers to indulge in fast food without waiting for long periods of time.

The increasing popularity of contactless payment methods and digital menus has also enhanced service efficiency, making QSRs a go-to option for millions of consumers. Perkins American Food Co. introduced "Perkins Griddle Go," a fast-casual concept for quick on-the-go meals, in 2024, with the first store opening in late October.

Expansion of Healthier Menu Options

With health-conscious food trends on the upswing, fast food and QSR chains are expanding their menus to offer healthier options. Customers demand plant-based options, low-calorie foods, and organic products, leading big brands such as McDonald's, Burger King, and Subway to add salads, grilled foods, and meat alternatives. The need for nutritional transparency has also led fast-food chains to list calorie counts and offer personalized meal options.

This transition towards healthier options has benefited QSRs in bringing a wider base of customers, such as those with a focus on nutrition and dietary needs. June 2024 – During the National Rural Grocer's Summit, the U.S. Agriculture Secretary made a new initiative announcement under the Healthy Food Financing Initiative (HFFI) to enhance access to healthy foods for underserved populations. The Food Access and Retail Expansion Fund (FARE Fund) is paid for by the American Rescue Plan Act.

Technological Advances and Digital Ordering

Integrating technology into fast food and QSRs has greatly enhanced customer experience and operational efficiency. Mobile applications, automated self-service kiosks, and AI-driven ordering allow for faster service and tailored promotions. Chains such as Starbucks and Chick-fil-A have used loyalty schemes and mobile payments to improve customer loyalty. The emergence of AI-driven inventory management and food preparation automation is cutting operational expenses and wait times.

Moreover, virtual brands and ghost kitchens for online orders are reshaping the fast food industry, allowing restaurants to cope with increasing demand for delivery services. Feb 2024, My Place Hotels of America has collaborated with Grubhub to enhance guest experience through online food ordering and delivery. Customers can also scan QR codes to go directly into the Grubhub marketplace, which streamlines location and drop-off information at checkout.

United States Fast Food & Quick Service Restaurants Market Challenges

Higher Food and Labor Costs

One of the largest challenges for the fast food and QSR sector is the rising cost of ingredients and labor. Inflation, supply chain issues, and increased wages due to staffing shortages have driven up operational costs. Most restaurants have increased menu prices to cover expenses, which can affect customer spending behavior. Also, keeping employees in a high-turnover business continues to be difficult, with QSRs requiring competitive wages and benefits to secure employees. Increased costs of sustainable packaging and adherence to government regulations contribute to financial burdens.

Increasing Competition and Market Saturation

The U.S. fast food and QSR industry is intensely competitive, with regional and national brands vying for customer loyalty. Established behemoths like McDonald's and Wendy's are increasingly being challenged by new fast-casual names like Shake Shack and Chipotle, which provide high-quality ingredients and more flexible dining options. Moreover, independent fast food restaurants and international chains expanding into the market drive competition. As consumer preferences evolve, QSRs must constantly innovate their menus, marketing strategies, and customer service models to maintain market share.

Fast Food Force

Fast food is more than just a convenience in some states — it’s a dominant force in the culinary workforce. Chef’s Pencil has released a comprehensive new analysis revealing which U.S. states have the highest share of fast-food cooks, offering insights into the economic and cultural dynamics driving the industry.

Key Findings:

• North Carolina leads the nation with 58 percent of all cooks working in fast-food establishments, more than any other state.

• West Virginia (54 percent), Kentucky (48 percent), Missouri (46 percent), Alabama (45 percent), and California (40 percent) also have high concentrations of fast-food cooks, while Hawaii is an outlier with the lowest share (6 percent) despite having the most limited-service restaurants per capita. 

• States like Connecticut (12 percent), Rhode Island (10 percent), Wyoming (10 percent), Massachusetts (9 percent), and Hawaii (6 percent) have the lowest share of fast-food cooks in the country, reflecting more diversified culinary industries and fewer workers reliant on fast-food employment.

• Fast-food cooks earn significantly less than their counterparts in full-service restaurants, with median wages falling below $11/hour in Louisiana, Mississippi, and West Virginia.

• A surprising disconnect exists between the density of fast-food outlets and the share of culinary workers employed as fast-food cooks, with some states showing a clear imbalance. This mismatch — explored in greater detail in our full report — reveals how local culinary landscapes and classification methods can dramatically affect the share of fast-food cooks. 

 Tariff Troubles

A report from Alignable—in collaboration with Harvard Business School and MIT researchers—reveals 67 percent of small, independent restaurant ownerssay they expect reduced revenues due to tariffs — and that's up 13 points from 54 percent a month ago.

According to Alignable’s May Tariff Report:

• 20 percent of small business owners say their companies may not survive through 2025 if tariff conditions persist or worsen.

• 50 percent expect revenue losses—up from 44 percent last month and just 30 percent in January. 

• And it's even worse for small, independent restaurant owners — 67 percent say they expect reduced revenues due to tariffs — and that's up 13 points from 54 percent a month ago.

Drawn from 2,392 survey responses collected from April 9–24 (and 13,000+ earlier responses this year), the report highlights growing distress—even among businesses without direct trade exposure.

Key Findings:

• Over 50 percent say they can’t negotiate lower supplier prices when tariffs rise

• Domestic alternatives cost 25 percent+ and often take 6–12 months to secure

• 42 percent expect trade policy uncertainty to persist through 2025

• 75 percent foresee a high-tariff environment (15 percent+) continuing for years

States with the highest revenue concerns include: New York (57 percent), California & North Carolina (56 percent), Arizona & Colorado (55 percent), Illinois & Ohio (54 percent), Florida (51 percent), Pennsylvania (50 percent), and Massachusetts (48 percent).

Industries with SMB owners who are most worried (beyond restaurants) include: travel/lodging (67 percent), retail (64 percent), manufacturing (63 percent), transportation (61 percent), arts & music (58 percent), construction (53 percent), as well as health & wellness (46 percent).

Summer Travel and Dining Data 

As we approach the summer travel season, Chase is revealing a new lifestyle-focused report offering details into trends and insights for leisure travel and dining, from experts at both leading travel booking platform Chase Travel and restaurant discovery platform, The Infatuation. 

Summer Growth 

• 14 percent YoY increase in summer travel bookings on Chase Travel, with 73 percent of respondents saying they are more likely to dine out this summer than in previous summers and 38 percent of respondents planning to spend more than usual on travel this season. 

The “Summer of Experiences” is Back: 

• Wisconsin is the #1 top Chase Travel trending summer destination, likely driven by major concerts taking place — including Morgan Wallen/Miranda Lambert who actually will headline the first concert at the University of Wisconsin-Madison football stadium since 1997 and Coldplay’s world tour stop at Camp Randall Stadium (July 19), as well as Summerfest taking place. 

• 65 percent of survey respondents say they are more interested in food festivals/culinary events this summer. 

• Infatuation’s “The Spots of Summer” highlights the rise of multi-use venues—where food, entertainment, and culture collide. A few spots: 

  • Radio East, Austin: concert venue + food trucks + craft cocktails 

  • The Sandy Pickle, Dallas: pickleball, burgers, and volleyball 

  • Mad Lab, San Francisco: immersive dessert theater 

Food as a Driver for Travel:  

• 77 percent of respondents plan trips centered around a destination’s food and restaurant options, and 70 percent would travel 30 minutes or more to another city for a meal. 

• Italy dominates as the dream food destination (55 percent want to travel for pasta). 

• A love for classic American fare: Pizza in New York and BBQ in Texas (47 percent) tied, followed by Chicago deep dish pizza (37 percent) and Philadelphia cheesesteak (36 percent) are additional destinations people would travel for. 

• Coastal cuisine like New England lobster rolls and Seattle seafood are also trending. 

Rising Temperatures Bring Early Nights: 

• Earlier dinner times are becoming more popular: 51 percent of Gen-X prefer early evening dinner reservations during the summer (5:00pm-6:30pm); meanwhile 57 percent of Gen-Z and 52 percent of Millennials prefer dining between 7:00pm-8:30pm in the summer. 

• Infatuation’s “The Spots of Summer” signals there’s a clear tilt toward light, pre-dinner fare and laid-back happy hour energy: 

  • From aperitifs and oysters at Crevette in NYC to negroni slushies on the Parson’s patio in Chicago, there’s a clear tilt toward light, pre-dinner fare and laid-back happy hour energy. 

Shopping Is Driving Global Travel — Especially for Gen-Z and Millennials: 

• 61 percent of survey respondents say they travel to shop, with Gen-Z leading at 79 percent. 

• Wines in France (45 percent) and Italian leather (38 percent) are top global draws. 

• Japan vintage fashion is trending: Nearly half of Gen-Z (45 percent) and Millennials (34 percent) say they’d fly there for vintage fashion. 

• Millennials show the highest interest in traveling for high-end watches in Switzerland (31 percent), with males (28 percent) more inclined towards watches than females (18 percent). 

• Gen-Z is shaping luxury discovery: 64 percent seek limited brand collabs, and 57 percent rely on influencers or celebrities for product finds. 

Top Trending Summer Destinations: Lakes, National Parks, and International Escapes   

Chase Travel has curated travel guides on select spots, including San Juan, Copenhagen, and Vietnam as one of Chase Travel top destinations for 2025.  

1. Madison, Wisconsin  

2. San Juan, Puerto Rico  

3. Ho Chi Minh City, Vietnam  

4. Lisbon, Portugal   

5. Osaka, Japan  

6. Glacier National Park (Kalispell)  

7. Shanghai, China  

8. Traverse City, Michigan 

9. Copenhagen, Denmark  

10. Tokyo, Japan 

Increased Value Destinations 

1. Beijing, China (-18 percent in average air ticket price)  

2. Osaka, Japan (-18 percent in average air ticket price)   

3. Toronto, Canada (-16 percent in average hotel daily rate)  

4. Honolulu, Hawaii (-15 percent in average hotel daily rate)  

5. Amsterdam (-14 percent in average hotel daily rate)   

6. Jackson, Wyoming (-11 percent in average air ticket price)  

7. West Palm Beach, Florida (-10 percent in average air ticket price)  

8. Cancun, Mexico (-10 percent in average hotel daily rate)  

9. Denver, Colorado (-9 percent in average hotel daily rate)  

10. Nashville, Tennessee (-8 percent in average hotel daily rate) 

The Infatuation’s Top Dining Picks of the Summer  

See the full list of expert dining picks from The Infatuation on its “The Spots of the Summer” guide.  

• New York City: Crevette for sidewalk seating and seafood  

• Los Angeles: Not No Bar for tropical drinks, disco, and pizza   

• Chicago: Parson's Chicken & Fish for patio and frozen negronis   

• Atlanta: Madeira Park for a new wine bar scene 

• Austin: Radio East for a new outdoor music venue, food truck, and bar   

State of SMBs

Small and medium-sized businesses (SMBs) are aggressively adopting technology to drive market growth and operational efficiency, according to Verizon Business' sixth annual State of Small Business Survey, conducted by Morning Consult. The surge is fueled by increasingly accessible artificial intelligence (AI) and content creation tools, empowering SMBs to expand their marketing and sales capabilities and reach new markets.

Social media is a critical driver, with 58 percent of SMBs now on TikTok, while 38 percent are actively integrating AI into their operations. This isn't just a trend; it's a fundamental transformation of how SMBs compete and thrive in the modern digital economy.

Based on responses from 600 SMBs in the United States, the State of Small Business Survey identified the following key findings and insights:

• Upgrading technology solutions for new ways of doing business. In the last year, almost half of small businesses (47 percent) implemented new technology platforms to bolster security for their increasingly digital operations. Social media continues to be a leading customer engagement tool among SMBs, with more than three in five decision-makers either launching content creation initiatives or increasing their investment in content creation during the past year.

• AI adoption spreads in new ways. Today, 38 percent of SMBs are leveraging AI in one capacity or another. More than a quarter (28 percent) are using AI for marketing and social media, while 24 percent are using the technology for written communications. Nearly a quarter use AI to power digital personal assistants that can help them with customer service. Another 25 percent are using AI to boost their cybersecurity efforts. Meanwhile, SMBs are exploring AI for employee recruitment and retention, with 56 percent believing AI can help their business offset any pain points caused by reduced or frozen headcount and another 53 percent believing AI can help the business retain current staff.

• SMBs turn to AI to help with employee management strategies. While more than two-thirds of decision makers surveyed believe employees need to be in-person for the business to function, they are turning to AI for support in navigating this new workforce. Nineteen percent (19 percent) of SMBs are using AI for recruitment and talent sourcing, and 56 percent believe AI can help their business offset any pain points caused by reduced or frozen headcount. More than half (53 percent) believe AI can help the business retain current staff.

• Growing importance of cybersecurity. More than half of SMBs (52 percent) acknowledge that business growth likely increases the threat of cyberattacks on their business. Nearly half of the respondents (47 percent) invested in technologies to improve cybersecurity in the last year. A quarter of SMBs don’t believe their business is investing enough.

• Content for social media continues to be king. Over the past year, SMBs have leaned heavily on social media as one of their leading customer outreach tactics. Facebook remains the number one most popular platform for these businesses, and 76 percent agree that social media positively impacts their business. A whopping 58 percent of them are on TikTok.

Delivery Trends

Consumers are warming to AI food recommendations and letting viral social media trends guide their orders, according to DoorDash annual Delivery Trends Report, which provides the latest look into how Americans are eating, drinking, and ordering in 2025. 

Delivery has become more than just a convenience, it’s a reflection of people’s lifestyles–whether that’s indulging in dessert, exploring new health rituals, or trusting tech to inspire them–which also informs merchants on how to connect with customers in today’s digital world. The report uncovers customer behaviors and preferences based on a nationally representative survey of U.S. consumers and highlights notable dining and food ordering trends. 

Among the highlights:

• AI meets appetite: As AI becomes more mainstream, 52 percent of diners are open to taking AI recommendations from restaurants or apps based on their past orders. Now, AI can introduce you to restaurants you may not have otherwise considered, based on your order history.

• Keep the chef, skip the robot: Only 15 percent fully trust AI to prepare a restaurant meal, suggesting that consumers value the human element in the preparation of their meals — although men are twice as likely as women to be comfortable with robotic chefs.

• Guilty pleasures by generation: When asked about their guilty pleasure food delivery orders, Gen Z & Millennials lean toward fast food, while Gen X stay loyal to pizza and Boomers go straight to dessert with cake and ice cream. 

  

• Scroll, see, order: 74 percent of Gen Zers and 69 percent of Millennials have ordered a restaurant item after seeing it go viral on social media.

• Indulgence on repeat: 35 percent have ordered food delivery twice in a single day, and 22 percent have gone back for a third order — all in 24 hours.

Voice Commerce

SoundHound AI, Inc. released findings from a new study revealing that consumers are eager to order food via in-vehicle voice assistants – part of a new shift towards voice commerce. This emerging technology integrates ordering, payments, loyalty, and navigation directly into a car’s voice assistant to provide a seamless, hands-free experience powered entirely by voice.

According to the independent study of U.S. drivers who use voice assistants while driving or have voice assistants available, 94 percent regularly place food orders while on the go, but 77 percent of these – almost 4 in 5 – would rather place their orders using an in-car voice assistant as part of a voice commerce transaction than wait in a traditional drive-thru line.

This signals a major opportunity for restaurants to reduce friction, improve customer satisfaction, and boost throughput. SoundHound projects that the potential revenue impact is significant, estimating that in-car voice commerce could unlock up to $63 billion in potential revenue across the industry.

The survey suggests that some consumers are growing frustrated with today’s drive-thru and app experiences, which often fall short of the speed and simplicity that they expect. Voice AI offers a safer, more convenient solution that enables them to place their orders quickly, skip the line, and engage with QSRs in a more natural way.

The appetite for in-vehicle voice ordering climbs even higher for customers that use pre-order via a restaurant app, with 84 percent saying they’d choose voice commerce over a mobile app interface. Indeed, 63 percent of all respondents see in-vehicle voice ordering as safer than traditional on-the-go purchasing methods – pointing to a clear desire for more seamless, hands-free ordering.

Additional insights from the survey include:

• 82 percent of those who make impulsive on-the-go purchases say such purchases are inspired by hunger, creating a strong opportunity for restaurants to attract consumers with proactive suggestions.

• 73 percent of all respondents indicated they’d be likely to use in-car voice commerce if available. When presented with the use case of in-route food ordering, 76 percent were interested. Gen Z (86 percent) and Millennials (84 percent) lead the pack, highlighting growing generational demand.

• 86 percent of respondents with children say they’re interested in voice ordering, suggesting both larger average order sizes for QSRs and added convenience for busy families.

Spirits Sales Are Building Back

On Premise spirits sales are returning towards pre-COVID benchmarks, CGA by NIQ’s latest On Premise Measurement (OPM) research reveals—and growing interest in premium options indicates many consumers remain willing to spend heavily for the right quality.

The OPM solution, which provides suppliers and venue operators with expert insights into the out-of-home drinks market across the US, shows spirits volumes have now reached 93 percent of the pre-COVID levels of 2019-20. Average menu price rises of 25 percent have ensured the category has grown significantly in value terms. 

However, some other categories remain short of the markers of five years ago. Average On Premise beer volumes now stand at 83 percent of those levels, while wine is running at 66 percent, having struggled to retain some consumers since the end of COVID restrictions. 

OPM research indicates that beer share gain is currently being driven by import and domestic premium brands—the first and third highest-priced beer segments. Domestic super-premium brands have added around1 percentage point of total beer share year-on-year in some states. Imports have gained a similar share in key States.  

Spirit sales have been powered by Tequila, which has added share in most key States and is the number one category by volume in the last 12 months. Sparkling wine has been another big mover in bars and restaurants—especially in western States, where it added at least 1 percentage point of total wine sales by value.  

CGA by NIQ’s latest data also shows that the Ready to Drink (RTD) product category has been the fastest growing of any segment in the On Premise, adding 0.4 percentage points of share by sales value in the 12 months to end-March. Gains came at the expense of the spirits and wine categories, which lost 0.3 and 0.2 percentage points of share. Growth has been influenced by consumers’ desire for convenience and portability—especially in channels like nightclubs and bars, where RTDs’ share has jumped by 0.7 and 0.5 percentage points. 

Matthew Crompton, CGA by NIQ’s Vice President, Americas – On Premise, said: “This fascinating snapshot of On Premise trends shows that while total Bev Al volumes are still some way off pre-COVID levels, trends in high-priced segments give grounds for optimism for the rest of 2025 and beyond. Interest in premium and imported beer brands and tequila-based drinks suggests many guests are chasing new and different options, while interest in sparkling wine is a welcome sign of an uplift in celebratory occasions. More change is certain, and amid so much economic uncertainty, all suppliers and operators need to stay hyper-alert to the very latest trends in order to seize opportunities to gain sales and share.” 

Beer Serves America

The Beer Institute and the National Beer Wholesalers Association (NBWA) unveiled their biennial Beer Serves America report, underscoring the immense economic impact of the American brewing industry. The study reveals that the U.S. beer industry supports 2.42 American million jobs, drives a staggering $471 billion in economic activity and contributes $58 billion in taxes. A staple of American culture, beer also remains a powerhouse for local economies, supporting small businesses, farmers, truck drivers and restaurants – helping communities to thrive. 

The U.S. beer industry supports well-paying jobs in every congressional district, with retail and brewing job wages landing above the national average. Additionally, every dollar invested in the beer industry generates an additional $2.31 in the U.S. economy.

"The beer industry's economic footprint extends far beyond production and sales—it drives innovation across supply chains and sustains life-long careers underscoring, the importance of policies that support beer and its outsized impact on our economy," said Brian Crawford, Beer Institute's president and CEO. "As consumer demand evolves, the industry continues to adapt, ensuring stable employment and economic contributions in communities nationwide."

Beer doesn't just go from grain to glass—Americans across the nation ensure its delivery and enjoyment. Nearly 135,000 distribution jobs help keep 950,000 retail jobs thriving with freshly packaged beers from the brewers' tanks. 

“Beer Serves America demonstrates the incredible success of the beer industry that provides good jobs and significant economic activity in communities across the country,” said Craig Purser, president and CEO of the National Beer Wholesalers Association. “The beer industry is a true American success story, with 135,000 beer distribution professionals proudly joining their industry partners to deliver economic growth while providing the world’s safest, most competitive beer marketplace.”

In total, beer supports:

• More than 43,000 U.S. farming and agricultural jobs, which is almost 1.6 percent of all agricultural jobs in America.

• Nearly 77,000 American manufacturing jobs support the production of beer. 

• The most American jobs among beverage alcohol (41 percent).

Beer Serves America is a biennial report, conducted by John Dunham & Associates, outlining the economic contributions, jobs and taxes the beer industry provides in every state and congressional district. 

Diverse Food Cities

• New York City ranks second among the most diverse food cities, achieving an impressive diversity score of 92.58 and housing approximately 7,000 restaurants, demonstrating its exceptional culinary variety.

• It stands out with the highest absolute number of restaurants among all cities studied, offering an extensive range of global cuisines spread across diverse neighborhoods.

• The Big Apple's restaurant landscape reflects its multicultural heritage, with dining establishments strategically distributed throughout its vibrant neighborhoods to serve its large population.

A recent study by, Escoffier, analyzed restaurant diversity across the largest U.S. cities by combining data from the 2020 U.S. Census and Tripadvisor. The study focused on the 38 cities with populations over 500,000 and examined 46 distinct cuisines—44 national types, plus Puerto Rican and Hawaiian, which were considered distinct from broader “American” cuisine. To measure diversity, researchers used the Shannon Diversity Index, and for clarity in the article, adapted the raw scores to a five-point scale. They also introduced a density factor, combining population density with restaurant density, to recognize cities that achieved high culinary diversity relative to their size. These diversity and density scores were normalized and combined into a final weighted score to rank each city. While the accuracy of Tripadvisor’s cuisine tags may vary, assuming consistent classification across cities allows for valid comparisons. The results highlight how food diversity is embraced nationwide, reflecting a widespread appreciation for global cuisine.

The Rise of Conscious Consumers

Consumers are increasingly aligning their purchase decisions with their personal values, according to Givsly's research report, “The Rise of Conscious Consumers: How Values Drive Customer Purchases,” which studied how the importance of brand values has changed over time and how brands can authentically engage consumers through values to drive sales. 

Givsly’s research found that more than one in four Americans consider brand values more today than they did five years ago, a trend that is even stronger among Gen Z (36 percent). This shift spans across all demographics, including baby boomers (22 percent) and conservatives (24 percent). In fact, 64 percent of Americans say they would pay more for brands that reflect their values, a number that jumps to 79 percent for Gen Z. Retail is the top category where Gen Z would spend more (61 percent), while healthcare leads for multicultural Americans (58 percent). 

During an economic slowdown, it’s particularly important for brands to look for areas of growth. Multicultural consumers care more about values than the average consumer, and with black Americans projected to have $1.7 trillion in spending power by 2030 and Hispanic Americans already contributing $3.2 trillion annually to the economy, brands have an opportunity to win business and loyalty by focusing on where values align with these audiences. Neutrality doesn’t cut it – in fact, 24 percent of multicultural consumers reconsider buying from brands whose values don’t align with their own. 

Additional findings include: 

• Only 12 percent prefer brands to stay neutral and avoid involvement in social issues; 53 percent feel disappointed when brands stay out of social conversations 

• Over 6 in 10 Americans want brands to talk about their values in product ads as opposed to cause marketing campaigns that do not focus on products – this is particularly true in healthcare/pharma (64 percent), travel/hospitality (63 percent) and retail/apparel (62 percent) 

• Nearly 84 percent of consumers will recommend a brand based on values

• 1 in 3 Americans view the causes brands support as the strongest signal of their values and 63 percent want brands to share the causes they donate to

• 55 percent say they feel more loyalty to brands that publicly share their values

• 40 percent of consumers pay more attention to digital ads that include a donation as compared to traditional digital ads

• Across all Americans, animal welfare (38 percent), mental health (37 percent) and food insecurity (34 percent) stand out as key values. The biggest value for liberals is women’s rights (52 percent) and for conservatives is supporting the military/veterans (45 percent)

• Americans feel a brand’s values are very important in their purchase decisions across all categories: Healthcare/pharma (30 percent), everyday essentials (26 percent), restaurants/fast food (26 percent), retail/apparel (26 percent), financial services (25 percent), tech/telecom (24 percent), travel/hospitality (24 percent) and automotive (22 percent)

Givsly commissioned GWI, which has a panel of over 22M consumers, to survey over 2,100 adults in the US for this study from March-April 2025. The data was then synchronized with the 35,000 data points across GWI’s USA data. 

Blood Sugar Impact

• Cinnabon's cinnamon roll pastry has the highest blood sugar impact, with an estimated spike of 238 mg/dL after a single serving.

• Fries show an unexpectedly high glycemic load, with McDonald's medium fries causing an estimated GL of 47.25.

• Wendy’s and McDonald's burgers and desserts show significantly lower spikes compared to fried potato-based fast foods.

Amid growing public interest in blood sugar management, popularized by figures like the Glucose Goddess and a wave of viral discussions around "sugar spikes," a recent study by Ben’s Natural Health evaluated the blood sugar impact of popular fast food items. The study analyzed Glycemic Index (GI), carbohydrates per serving, and calories. Rankings are based on single-serving immediate glycemic effects and do not account for mixed meal interactions or individual metabolic differences.

Cinnabon’s Cinnamon Roll Pastry ranks highest overall, with a glycemic load of 95.25 and an estimated blood sugar spike of 238 mg/dL. It contains 127 grams of carbohydrates in a single roll, the largest carb count on the list, and a GI of 75, placing it well above all other fast foods assessed. The pastry’s sugar and refined flour content pushes it far beyond even carbohydrate-heavy savory items like fries.

McDonald's medium french fries come in second with a glycemic load of 47.25 and a projected spike of 118.13 mg/dL. Despite having less than half the carbs of the cinnamon roll, the fries retain a GI of 75 and a sharp effect on blood glucose. The calorie count of 440 also ranks higher than the top item, suggesting that portion size and fat content add to its overall load.

Chick-fil-A’s waffle fries (medium) rank third with a GL of 45 and a spike estimate of 112.5 mg/dL. They match McDonald's fries in GI and approach them in carbohydrate content, though they surpass them in calories at 550 kcal per serving. While their spike is slightly lower, they deliver a greater energy load overall.

Taco Bell’s nacho fries follow closely with a GL of 43.5 and an expected rise of 108.75 mg/dL. Carb content here drops to 58 grams, and calories jump to 660 kcal, making them the highest-calorie fry option on the list. Compared to Chick-fil-A's fries, they drive a similar glucose response despite the lower carb count.

Arby’s curly fries (medium) rank next at a GL of 40.5 and an estimated spike of 101.25 mg/dL. With 54 grams of carbs and a calorie count of 270, they are leaner than all previously listed fry items but still push glucose higher than most sandwiches or desserts evaluated later in the ranking.

Taco Bell’s stuffed tortilla wrap scores a GL of 39.6 and a spike estimate of 99 mg/dL. Its 66 grams of carbohydrates are among the highest in the lineup, yet the lower GI of 60 helps bring its spike slightly below the fries that precede it. Calories sit at 520, in the midrange for the group.

Dairy Queen’s blended ice cream with cookies (small) ranks seventh with a GL of 35.96 and a spike of 89.9 mg/dL. It contains 58 grams of carbs, same as the Nacho Fries, but has a lower GI of 62. Despite its 670-calorie content, it has a milder impact on blood sugar compared to items with fewer calories but higher glycemic loads.

Wendy’s chocolate frozen dessert (small) follows with a GL of 30.6 and spike of 76.5 mg/dL. It has the same GI as the Taco Bell wrap but with 51 grams of carbs, making it lighter on glucose and insulin response. Calories climb to 700, the highest of any dessert in the ranking.

McDonald's double cheeseburger with sauce is ninth with a GL of 29.7 and a 74.25 mg/dL spike. Its 45 grams of carbs match the Spicy Chicken Sandwich, though it comes in 70 calories lower at350 kcal. The GI of 66 keeps its effect moderate compared to sugary or fried items.

Popeyes Spicy Chicken Sandwich closes out the top 10 with a GL of 29.7 and a 74.25 mg/dL spike. Though it matches the McDonald's burger in glycemic metrics, its 420-calorie total makes it heavier overall. Compared to the fries ranked above, this sandwich appears less disruptive to blood glucose despite similar carb content.

 Spending Slowdowns

Fiserv’s SpendTrend, a macro-economic indicator that reports aggregated card-based payment activity among businesses, compared this year’s Mother’s Day holiday spending between May 9-12, 20025 to last year’s between May 11-14, 2025, and found that overall sales proved to be significantly slower. 

Some key takeaways: 

• Consumer spend in key Mother’s Day categories did not reach year-ago levels, with women’s accessories decreasing by 20.7 percent and jewelry by 5.9 percent. 

• Florists had the biggest year-over-year increase among the key categories for the 3 days leading up to Mother’s Day (+6.5 percent). 

• Upscale Dining had the biggest average ticket increase YoY on Mother’s Day (+2.8 percent)

• The primary factor driving slow sales growth was significantly reduced transactions (foot traffic). Transactions were down in every key category except Beauty Shops and Discount Stores.

• Discount Stores (big box mass merchants, dollar stores, some factory outlet stores) were the big winners, delivering YoY sales growth of +7.9 percent for the 3 days leading up to Mother’s Day, and +9.9 percent growth on the holiday itself. A surge in foot traffic was responsible for the sales growth (expanding over +10 percent across the extended weekend).  

As consumers continue to prioritize essential spending amid economic uncertainty, new data from the April 2025 Fiserv Small Business Index reveals a sharp pullback in restaurant spending, particularly in upscale and casual dining. While overall foot traffic remains stable, diners are clearly opting for more affordable options, with QSRs emerging as the only category to see growth.

Consumer behavior continues its shift, a trend visible since February, but April data reveals the most significant change to date.

A few key takeaways:

Upscale Dining Declines Deepen

○        March: -3.9 percent MoM

○        April: -5.7 percent MoM

Casual Dining Hit Hardest

○        April saw a -6.4 percent MoM drop – the steepest among all restaurant categories.

Family Dining & Fast Casual Also Down

○        Family Dining: -3.2 percent MoM

○        Fast Casual: -0.9 percent MoM

QSRs Remain Resilient

○        April: +1.5 percent MoM growth

○        Though slower than March’s +7.1 percent, QSRs were the only category to grow.

Overall Restaurant Spending

○        Down -0.1 percent MoM despite foot traffic rising slightly (+0.5 percent MoM).

○        Inflation-adjusted restaurant sales fell -0.4 percent MoM and -1.9 percent YoY.

 Easter Timing Boosted YoY Comparisons

○        April 2025 saw a 1.8 percent YoY increase in restaurant sales and a 9.6 percent rise in foot traffic, partly due to Easter falling in April this year (versus March in 2024).