MRM Research Roundup: Diner Resiliency, Automation Technology, and Egg Prices

This edition of Modern Restaurant Management (MRM) magazine's Research Roundup features dining trends, hiring trends, tech trends, brunch trends, alcohol trends, and egg prices. 

American Diner Trends

Despite a higher cost of living, the average consumer’s dining habits are unchanged. In fact, the number of consumers who dine out weekly or more often was actually up slightly from 39  percent to 42  percent, according to TouchBistro's  2025 American Diner Trends Report, surveying 1,500 diners across the country. Despite the fact that consumers are paying more to visit and order from restaurants this year – 12.5  percent more to be exact – the average consumer is increasingly willing to make room in their budget for dining and takeout, resulting in a surprisingly optimistic outlook for the restaurant industry.

Taking a closer look at the 2025 Diner Trends Report, there are major divergences in the dining habits based on demographics and income, and specific trends that restaurants should watch.

Key data points:

• The demand for takeout and delivery has slightly outpaced the demand for dining in. 28  percent of consumers say they are ordering takeout and delivery more frequently than last year.

• Among delivery apps, DoorDash is the clear favorite. More than two thirds (73  percent) of diners reported using DoorDash, with Uber Eats (56  percent) in second place and Grubhub (34  percent) in third.

• Nearly half (47  percent) of diners say they engage with loyalty programs at least once a week, up significantly from just 34  percent in 2023.

“Resilience stands out as the defining characteristic of this year's 2025 Diner Trends Report,” said Samir Zabaneh, Chairman and CEO of TouchBistro. “While current economic conditions have a clear effect on dining habits, consumers are demonstrating remarkable adaptability, strategically allocating their spending based on what matters most to them – be it exceptional experiences, convenient access or maximizing value.”

Lower Income Households Feeling the Pinch

As expected, inflation and rising costs have a larger impact on lower income households. While 42  percent of American diners said they dine out weekly or more, that drops to 27  percent of those in households making less than $50k annually. In contrast, 64  percent of those households making $200k or more said they dined out at least once a week.

This is aligned with consumers overwhelmingly citing costs as the main reason they were dining out less this year. Forty-five percent of those who said they were dining out less this year because restaurant prices are too high.

Additionally, households making less than $50k ordered takeout and delivery far less frequently than their wealthier peers. Over one-in-three (35  percent) of households making less than $50k still order in once a week or more often, compared to 55  percent of households making $100k to $200k responded the same.

Price is clearly the largest detractor for American diners when it comes to takeout and delivery, with 36  percent saying cooking at home is less expensive, 31  percent saying restaurant prices are too high and 15 percent pointing to high delivery fees.

Gen Z Are Flexing Their Dining Dollars

Despite having less spending power than other generations, Gen Z are making an outsized impact on the restaurant industry. One-in-five (20  percent) of Gen Z say they are going out to eat daily, and while 58  percent of Americans say they do not plan to change how often they are dining out in the next six months, almost half (48  percent) of Gen Z actually plan to eat out more often. 50  percent of Gen Z also said they plan to order takeout or delivery more often.

With all their plans to dine out and order delivery and take out, here are some factors that influence Gen Z:

• While eating out is typically a social activity, this year saw a notable increase in solo dining with 49  percent of Gen Z dining alone weekly or more often.

• 50  percent of Gen Z and Millennials diners would be more likely to visit a restaurant if it had a Michelin star, compared to one third of Gen X and just 16  percent of Boomers.

• Over 4-in-5 (81  percent) of Gen Z diners are motivated to visit a restaurant if it has a limited time offer (LTO).

• 67  percent of Gen Z have used social media to decide on a restaurant.

Tipping Culture

With rising cost of goods, it is no surprise that average check sizes are up again. This year, diners reported spending $54 on average when eating out at a restaurant – up from $48 in 2023. While diners are spending noticeably more, more than half (61  percent) of diners say there has been no change in their tipping habits this year.

Overall, the average percentage that American diners are tipping when dining in is 16  percent. While over 1-in-4 (27  percent) say they tip between 20-24  percent, this is balanced out by 15  percent of diners who are tipping 5  percent or less. Additionally, despite Gen Z planning to dine out more often, they are also the stingiest tippers – tipping 13  percent on average. That is five  percent less than the average tip from Boomers (18  percent).

As for delivery and takeout, 64  percent of diners said their tipping habits remain unchanged. 29  percent do not tip at all, and what may be even more surprising is that 12  percent said they tip 20  percent or more on take out and delivery.

Restaurant Labor Costs

Mitigating the high cost of turnover, tactics operators are leveraging to protect their margins in the face of rising inflation, and how restaurants are using technology and cross-training to improve efficiency across both front- and back-of-house operations were topics addressed in 7shifts' Restaurant Labor and Cost Profitability Report for 2025. Based on the input of more than 500 restaurant professionals — including owner-operators, general and assistant managers — the findings identify key challenges currently shaping the industry and provides data and strategies restaurant operators need to overcome current industry challenges including balancing labor costs, combating inflation and driving profitability.

Among the  insights: 

• Inflation: Food inflation is a top concern for 52 percent of operators with labor costs ranking a close second. 

• Turnover Costs: The expense of replacing staff can be as much as $1,056 per FOH position and $1,491 per BOH position.

• Labor Cost Management: Instead of cutting staff, 68 percent of restaurants have embraced cross-training as the top labor cost management strategy.

• Technology: Operational tech adoption is growing, with 50 percent of restaurants using automated payroll and inventory tools to improve efficiency and operators are optimistic about technology’s role in the future of the industry.

“When it comes to controlling costs, our data has confirmed that successful restaurants are choosing to invest in their people rather than just cutbacks,” said Jordan Boesch, CEO at 7shifts. “These restaurants are building sustainable business models for the future. Savvy operators have realized that cross-training team members and leveraging technology reduces labor costs and enhances the overall guest experience — a win-win across the board.”

Wage and Labor Costs

Harri's  first-ever 2025 Wage & Labor Cost Index, delivers a comprehensive industry analysis of the growing disparity in restaurant labor costs and its impact on operational viability across U.S. markets.

Based on a study of 300 Quick Service Restaurant (QSR) locations, including McDonald’s, Wendy’s and Burger King, the research introduces an innovative economic framework that adapts Purchasing Power Parity principles to analyze labor costs. The study employs a standardized "burger basket" methodology to enable precise cross-market comparison of wage impacts on profitability.

Key findings from the report include:

• Wage Compression in California: Recent minimum wage hikes to $20 have effectively eliminated the traditional $3-4 wage premiums operators previously used to attract talent.

• Economic Paradox in Los Angeles: Operators paying average market wages of $21.08 face hourly rates that reflect 160 percent of an average medium sized burger meal, despite keeping average prices at $13.13.

• Philadelphia Wage Surges: Actual wages ($11.92) exceed the $7.25 minimum wage by 164 percent, highlighting market-driven increases in the city with the nation's lowest wage floor.

• Regional Disparities: West Coast wage-to-price ratios (136-152 percent) far exceed East Coast levels (110-119 percent), signaling the rise of distinct regional operating models. 

"The restaurant industry is experiencing its most dramatic shift in labor economics since Ray Kroc standardized the QSR model in the 1950s," said Luke Fryer, CEO of Harri. "We've created our first-of-its-kind index that helps operators understand and navigate the complex relationship between wages, pricing, and profitability.” 

The Impact of Automation Technology

Between 2025 and 2035, the restaurant and foodservice industry is projected to add 150,000 jobs per year, bringing total industry employment to 17.4 million people. Whether it's an independent operator hiring a few dozen people per year, or a large national brand hiring several thousand, employee recruitment and retention is a hands-on and time-consuming process. The new Workforce Technology Research Insights from the National Restaurant Association, highlights how technology is transforming restaurant recruitment, helping operators streamline hiring and retention efforts while freeing managers to focus on developing teams, optimizing operations, and delivering excellent customer experience. 

"More than 80 percent of restaurant operators say that technology gives them a competitive advantage, and we're seeing that in hiring," said Dr. Chad Moutray, vice president of Research and Knowledge for the National Restaurant Association. "By integrating automation and AI-powered tools, restaurants are reducing hiring times, enhancing employee engagement, and fostering a workplace culture that supports long-term retention." 

How Operators are Modernizing and Speeding Up the Hiring Process 

AI-driven technology solutions are revolutionizing the hiring process for many operators, making recruitment faster, smarter, and more cost-effective. Applicant tracking systems (ATS), chatbots, and automated scheduling tools help manage high application volumes, shorten hiring timelines, and connect employers with top talent more efficiently. Mobile-friendly applications, text-to-apply options, and QR code integrations also make the application process more accessible and convenient for job seekers. By simplifying the hiring process, technology is not only saving the operator time and money, it is also enhancing the candidate experience. 

In fact, speed in hiring is now a key competitive advantage. To streamline the process further, 37 percent of restaurant operators plan to adopt automated labor management and recruitment systems. 

The Importance of Experience in Hiring and Retention 

While hiring has become easier, retaining employees remains a priority, particularly in management and back-of-house roles. The 2025 State of the Restaurant Industry Report found that 54 percent of operators report difficulty filling these positions, highlighting why workforce planning remains essential for long-term stability. 

To improve retention, operators are focused on technology that delivers structured onboarding programs, leadership development, and real-time feedback tools. The first 30 to 90 days are critical for retention, and investing in mentorship, training, and digital engagement tools has helped operators strengthen employee commitment. 

The Value Proposition for Operators and Workers 

By streamlining hiring and improving onboarding, technology allows managers to focus on operational priorities. At the same time, digital tools are helping employees feel more engaged and supported, whether through clearer career pathways, mentorship programs, or real-time feedback mechanisms. 

"Technology is playing a fundamental role in reshaping management practices, benefiting both operators and employees," said Moutray. "At the end of the day, it is important for restaurant managers to focus more time on running their restaurants, and increased automation can help free them up to do so." 

Moutray added, "That is leading to a growing number of operators investing in automation (37 percent) and AI-driven solutions (28 percent), recognizing that a well-supported workforce leads to greater efficiency, stronger teams, and long-term business success." 

State of Digital

Based on data from 170 brands across 85,000 locations, Qu's sixth annual State of Digital Report unveils uncovers a growing shift as brands reclaim the guest relationship and streamline systems to fuel profitable growth.

The findings reveal that restaurants relying on fragmented, third-party ordering platforms face hidden challenges that erode margins and complicate operations — making it harder to meet guest expectations and accurately forecast performance. By consolidating systems and moving to direct ordering, operators can eliminate the disconnect created by multiple ordering channels, third-party marketplaces and piecemeal tech providers. This shift unlocks real-time business insights, empowering smarter decisions, more efficient operations and a deeper understanding of guest preferences. First-party ordering isn’t just about cutting fees — it’s about owning the guest experience, building real loyalty and creating sustainable growth that boosts corporate and franchise value.

“When restaurants own the guest relationship and bring all their data together, they stop operating in the dark,” said Amir Hudda, CEO of Qu. “Our report’s findings make it clear: holistic, integrated tech gives brands the clarity and agility they need to navigate changing market dynamics and stay ahead of the competition. For franchise systems, this connectivity translates into stronger P&Ls, justifiable tech fees and a more compelling pitch to prospective franchisees.”

Qu’s 2025 State of Digital Report identified six trends driving fast casual and QSR profitability this year:

Shift from third- to first-party ordering: Forty percent of brands say first-party digital sales represent their biggest revenue growth potential in 2025, followed by catering (24 percent) and on-premises ordering (14 percent). For QSRs, 55 percent eye first-party ordering for revenue growth, outpacing drive-thru and third-party apps. Fast casuals follow with 36 percent prioritizing direct digital channels. By reducing reliance on third-party platforms, brands can control costs, improve unit-level economics and lay the groundwork for more personalized loyalty and marketing efforts.

Consolidating tech systems unlocks efficiency and prepares brands for AI: Sixty-four percent of brands are simplifying their tech stack, transitioning to unified systems to reduce costs and eliminate tech debt, while aligning the underlying data infrastructure and models. This simplification is freeing up resources for growth and accelerating access to richer data insights — critical for both operational efficiency and AI-powered innovation. For franchises, streamlined systems reduce onboarding time, lower training costs and make scaling easier.

Data-driven personalization unlocks guest engagement: While loyalty program participation lags, with 85 percent of guests still unreachable through traditional programs according to Paytronix, operators are shifting investments. Loyalty spending dropped 8 percent year-over-year, but investments in guest data platforms increased by 11 percent.

Kiosks ease labor strains: Sixty-two percent of brands are adding kiosks, with adoption even higher in QSRs (80 percent). While kiosks are becoming ubiquitous, operators are primarily using them to reduce labor pressures and give guests more flexibility — speeding up service while enhancing the in-store experience.

Smart kitchens drive accuracy and productivity: With 70 percent of brands citing order accuracy and team productivity as key operating challenges, many are adopting smart kitchen tech that uses unified data and AI to optimize workflows, minimize errors and improve speed of service, leading to a more consistent guest experience.

Digital sales level off, pushing brands to focus on profitability: After years of rapid growth, digital sales have plateaued, rising just 4 percent over the past three years. This signals a shift from chasing volume to refining operations, balancing on-premises and off-premises channels and using data to build sustainable, long-term profits.

The common thread: Unified data is the foundation of future success

The Qu report underscores one overriding takeaway: success in 2025 hinges on how well brands unify and activate their data. Restaurants that build a connected technology ecosystem that effectively centralizes and unifies their underlying data — integrating first-party channels, AI-driven insights and operational tech — will gain a lasting competitive edge. For franchise brands, this level of connected intelligence isn’t just a growth driver — it’s a powerful tool for recruiting franchisees and accelerating market expansion.

“In the rush to ‘go digital,’ many brands built their tech stacks like a Jenga tower — unstable, ready to topple and blocking innovation,” Hudda said. “With digital sales growth now stabilizing, restaurants must focus on dismantling these disconnected, legacy systems and adopting more modern, flexible approaches. The next phase of growth lies in using unified data to create more value for guests, improve staff efficiencies and drive lasting profitability.”

Fast Food Capitals

• America's ultimate fast food capital is Maryland, driven primarily by having the highest proportion of fast food establishments among all restaurants in the state (46.76 percent).

• Hawaii leads the nation in fast food restaurant density, indicating the highest concentration of fast food locations in America.

• Nevada residents allocate 21.79 percent of their total food spending to fast food purchases, placing the state first in consumer fast food spending nationwide.

Escoffier revealed and ranked the fast food capitals of the U.S. based on three key metrics: fast food restaurants as a percentage of total restaurants (sourced from the National Restaurant Association and U.S. Census Bureau), the number of fast food restaurants per 100K residents (U.S. Census Bureau), and spending on fast food as a percentage of total food spending (USDA Economic Research Series). Each category was ranked individually, then combined into a weighted ranking that was normalized to a final score on a scale of 0-100. For measurement consistency, the study used USDA data on "limited-service restaurants" as a proxy for fast food restaurants, as the terms are considered interchangeable.

Maryland leads the ranking with a score of 100, featuring the highest percentage of fast food restaurants among all eating establishments at 46.76 percent – a striking 31 percent higher than the national average of 35.70 percent. This dominance occurs despite Maryland having fewer restaurants overall (187.26 restaurants per 100K people versus the national average of 211.17), indicating a strong specific preference for fast food options. Maryland also places 3rd in fast food restaurants per capita with 87.57 establishments.

Nevada ranks 2nd with a score of 97, leading the nation in fast food spending as a percentage of total food spending at 21.79 percent. This means Nevadans spend more than $1 out of every $5 food dollars on fast food. The state's strong tourism economy likely contributes to this high ranking, accommodating the dining preferences of millions of visitors alongside residents.

Illinois ranks 3rd with a score of 95.7, showing exceptional balance across all metrics. The state places 4th in fast food restaurants (84.32) and 4th in fast food spending (20.49 percent of total food spending). This consistent performance across all categories indicates widespread fast food consumption throughout the state rather than concentration in specific areas.

New York comes in 4th with a score of 95.6, having the second-highest number of fast food restaurants at 90.8. New York also places third in fast food spending at 20.73 percent of total food expenditures. The state's tourist economy – ranking 3rd nationally in tourist-to-resident ratio – likely drives this high concentration of fast food establishments.

Hawaii ranks 5th with a score of 94, leading the nation in fast food restaurants per capita with 95.11 establishments – the highest concentration in America. Hawaii also places 2nd in fast food spending at 21.66 percent of total food expenditures. These metrics correlate with Hawaii having the highest tourist-to-resident ratio in the nation, suggesting visitors significantly impact the state's fast food landscape.

California lands in 6th with a score of 84, demonstrating strong fast food presence despite its reputation for health-conscious dining. The state's large population and tourism industry support an extensive network of fast food establishments, contributing to its high overall ranking despite not placing in the top five for any individual metric.

Ohio ranks 7th with a score of 79, securing 5th place in fast food restaurants per capita with 82.42 establishments. Ohio achieves this high ranking despite having a relatively low tourist-to-resident ratio (40th nationally), indicating that local residents, rather than visitors, drive the state's fast food consumption.

Massachusetts ranks 8th with a score of 74, with fast food spending at 20.38 percent of total food expenditures. Like other high-ranking states, Massachusetts combines wealth (ranking in the top five for personal income) with strong restaurant culture, directing significant food spending toward fast food options.

New Mexico ranks 9th with a score of 73, securing second place for fast food restaurants as a percentage of total restaurants at 42.02 percent. This high proportion indicates that while New Mexico may not have as many restaurants overall, a substantial portion of its dining establishments are fast food locations, suggesting a strong consumer preference for these options.

Oklahoma rounds out the top 10 scoring 69, with consistent performance across all categories without exceptional placement in any single metric. The state demonstrates balanced fast food consumption patterns representative of middle America's dining habits.

Out-of-Control Tipping Culture

Nearly nine in ten Americans think tipping culture has gotten out of control, according to WalletHub’s 2025 Tipping Survey, released today. The survey asked when people believe they should have to tip, whether they feel pressured to do so, how they think gratuities should be split, and more. You can find highlights from the survey below.

Key Findings:

• Tipping Point: Nearly 9 in 10 Americans think tipping culture has gotten out of control.
    

• Passing the Buck: Nearly 3 in 5 Americans think businesses are replacing employee salaries with customer tips.
    

• Service Fee Ban: 83 percent of people think automatic service charges should be banned.
    

• Tax the Tips: More than 1 in 4 Americans think tips should be taxed (as they are now).
    

• Tip Suggestion Effect: Nearly 3 in 10 Americans tip less when they’re presented with a tip suggestion screen.
    

• Rate, Don’t Tip: 40 percent of people believe tipping should be replaced by an instant employee rating system so businesses can decide how much to pay their staff.

The Price of Eggs

Things aren’t “eggs-actly”getting better for breakfast-focused restaurant chains as egg prices remain historically elevated, despite a recent decline over the past couple of weeks. A recent Placer.ai report found that most breakfast chains were seeing visits decline as egg prices shot up. And new data shows that things may have improved slightly in March, perhaps as prices have declined.

R.J. Hottovy, Placer.ai’s Head of Analytical Research, said about the foot traffic slump at breakfast chains: "Macroeconomic uncertainty and inclement weather across much of the country negatively impacted visitation trends in the retail and restaurant sectors in February, with breakfast-focused restaurant chains hit particularly hard due to egg price surcharges. However, as egg prices have declined and surcharges have been removed, visitation trends for breakfast-first chains have improved as March progressed."

For reference, the report analyzed numerous breakfast chains including IHOP, Waffle House, Denny's, First Watch, Bob Evans, Perkins, Huddle House, Village Inn, The Original Pancake House, Another Broken Egg Cafe, Snooze, and Silver Diner. 

Top 50 U.S. Restaurants for 2025

Circana LLC, released its 2025 Definitive U.S. Restaurant Ranking Report, offering an in-depth look at the brands shaping the future of the restaurant industry as well as insights on consumer spending trends, key growth drivers, and category performance.

In 2024, consumer spending increased by 2 percent, marking the fourth consecutive year of growth. Remarkably, consumers collectively spent $1 million at restaurants every minute in 2024, with nearly every person in the country dining at one of the top 50 restaurants during the year.

The prevailing theme of 2024 was value, driven by persistently high inflation. Many chains began offering meal deals midway through the year, and this value competition is expected to continue into 2025. Notably, 20 of the top 50 restaurants provided a value meal deal in 2024, achieving varying degrees of success.

“As the industry moves forward, value will remain a crucial strategy, although the most effective approaches will extend beyond mere pricing,” said David Portalatin, senior vice president and food industry advisor for Circana. “For instance, nostalgia has emerged as a compelling tactic that consistently drives traffic gains for restaurants and will be a trend that we continue to watch.”

To qualify for the Top 50, a restaurant must achieve annual consumer spending exceeding $1.35 billion. Collectively, the top 50 restaurants account for 61 percent of the entire restaurant industry’s spending, despite representing only 24 percent of all restaurant locations.

Among the top 50, 34 are quick-service restaurants (QSRs), 11 are casual dining establishments, and five are midscale chains. The QSR hamburger category is the most prominent, featuring 10 chains. However, it was the QSR chicken chains that demonstrated the strongest performance in 2024.

In terms of growth, 28 of the top 50 restaurants experienced dollar sales growth in 2024, while 31 saw an increase in locations. The top 10 restaurants are all QSRs, with Olive Garden recognized as the largest casual dining chain and IHOP leading the midscale category. The top three restaurants—McDonald’s, Starbucks and Chick-fil-A—stand out significantly, collectively generating over $100 billion, which accounts for 32 percent of the top 50’s total dollar sales.

A Valuable Monday

Over a third (38 percent) of consumers reported that they planned to visit the On Premise to celebrate St Patrick’s Day in 2025, raising by 6pp (percentage points) compared to 2024, according to CGA by NIQ. This raised to over half (58 percent) for 21-34 year olds.

Uplift vs 2025

Sales by value across On Premise food and beverage sales uplifted +17 percent on Monday 17th March compared to the average Monday of 2025 to date. Trends were mainly driven by a double-digit increase in traffic (+13 percent), with average check values also positive (+3 percent).​

Sunday 16th March also performed well, with the average US outlet earning +10 percent greater than average, driven by an uplift in both check values (+6 percent) and traffic (+4 percent).​

Illinois experienced sales uplifts +66 percent compared to the average Monday of 2025. Chicago saw a triple-digit increase in velocity (+188 percent), almost 3 times the velocity of the average Monday to date.

Uplift vs 2024

With St Patrick’s Day 2025 occurring on a Monday, as opposed to a Sunday in 2024, direct year-on-year comparisons are difficult to give accurately. Analyzing food and drink velocity trends over the occasion's weekend provides a clearer picture of how the St Patrick's Day performed compared to last year.​

St Patrick’s Day weekend in 2025 outperformed last year by +7 percent. Although traffic was down slightly (-3 percent), average check values were up +11 percent, driving the uplift.​

Drinking outlets performed behind their 2024 velocity (-6 percent), while the average Eating outlet was +12 percent more valuable than last year, again driven by an uplift in average check values. This increase was greatest within Fine Dining, which experienced a year-on-year velocity increase of +14 percent, while both Sports Bars and Neighborhood Bars were slightly down compared to last year.​

At a State level, Florida performed at +21 percent compared to last year. Key markets within the State performed better than last year, with Miami (+29 percent), Tampa (+22 percent), and Orlando (+20 percent) all experiencing double-digit uplifts.

Chicago saw yearly velocity increases of +14 percent for the average outlet, highlighting its continued presence in the St Patrick’s Day celebrations.​

Matthew Crompton, CGA by NIQ Vice President Americas, said: "While it’s difficult to compare year-on-year comparisons accurately, it’s clear St. Patrick's Day remains a crucial event for beverage suppliers and operators, particularly in cities with rich Irish heritage like Chicago and Boston. For suppliers, the key to success lies in executing the right activations in the right locations, ensuring that the spirit of the celebration continues to thrive."

March Madness Dining Data

Toast analyzed the data from March Madness-related spending last year to see how the men’s/women’s NCAA tournament will impact dining trends + restaurant traffic in 2025, including:

Women’s vs Men's tournament impact on restaurants:
Local impact on last year’s host cities (Phoenix + Cleveland)
Most popular food and drink orders

March Madness Dining: Women’s vs. Men’s Final Four

🏀 Host City Impact

The women’s championship game drove a 17 percent increase in check size in Cleveland, while the men’s championship saw a 7 percent decrease in Phoenix. Restaurant transactions surged 25 percent in Cleveland for the women’s game, compared to a 10 percent increase in Phoenix for the men’s.

Gross merchandise volume (GMV) rose 45 percent in Cleveland during the women’s championship but only 2 percent in Phoenix for the men’s.

🍻 Alcohol & Food Trends

Beer sales soared by 79 percent in Cleveland for the women’s Final Four, compared to 17 percent in Phoenix for the men’s championship.

Nationally, beer sales increased 11 percent on Saturday and 13 percent on Monday for the men’s tournament, and 10 percent on Friday and 7 percent on Sunday for the women’s

• Top tournament snacks:

Men’s Final Four: Nachos (+7 percent Saturday, +13 percent Monday), hot dogs (+12 percent), burgers (+10 percent)

Women’s Final Four: Hot dogs & nachos tied as the top choice (+11 percent Friday & Sunday), wings (+9 percent), burgers (+9 percent)

🍽️ Men's vs. Women's Dining Trends

Men’s tournament fans preferred classic bar foods, with nacho sales up 7-13 percent, hot dogs up 12 percent, and burgers up 10 percent.

Women’s tournament fans leaned toward shareable meals, like wings (+9 percent)  and hot dogs (+11 percent), suggesting a more communal dining experience.

Men’s tournament nights had shorter dine-in times but more frequent orders, while women’s tournament nights had longer stays and larger group checks.

Basketball and Beer

 BeerBoard released its report on the 2025 Men's Basketball Tournament Opening Weekend, a review of insights and performance data for on-premise alcohol performance on the weekend when sports enthusiasts come together for four days of college basketball.

All comparisons are same locations for the 2025 opening weekend (March 20-23, 2025) vs the 2024 opening weekend (March 21-24, 2024).

Draft, Package See Huge Increase When Compared Against St. Patrick's Weekend
When comparing the opening weekend of the Madness (Thur-Sun, 3/20-23) to St. Patrick’s Day Weekend (Fri-Mon, 3/14-17), Draft and Packaged volumes showed sizable growth. Draft was +26.8 percent, while Packaged was an eye-popping +120 percent. Spirits realized a significant drop of -30.4 percent, indicating a shift in consumer preferences toward beer and Beyond Beer when compared to the St. Patrick's holiday weekend.

Draft Beer Volume Down vs 2024
The opening weekend of the 2025 Men's College Basketball Tournament saw a modest decline in on-premise performance compared to the previous year. Draft beer volume was down -5.8 percent when compared to 2024. Correspondingly, revenue experienced a slightly steeper drop, falling -6.6 percent year-over-year (YoY).

Draft Style and Brand Performance
Domestic beer maintained its position at the #1 draft categories, marking a nominal +0.9 percent increase YoY, and accounted for 47.6 percent of the total volume share. Craft beer followed declined by -3.6 percent compared to last year and had 35.3 percent volume share. Imports (led by Mexican lagers) showed a notable increase of +4.87 percent YoY and captured 16 percent of the volume. Beyond Beer, while representing a smaller portion of the market at 1.1 percent volume share, exhibited significant growth of +21.5 percent YoY.

Light Lagers continued to lead draft style trends and grew by +2.1 percent on the weekend (YoY). Lagers held steady as the second most popular style, but was up just +1 percent YoY. IPAs continued to decline, down -9.8 percent YoY. European Ales and Belgian Wit/White Ales, were down -2.3 percent and -13.4 percent YoY, respectively.

Among notable draft brands, Michelob Ultra led the pack with a 13.9 percent volume share, growing +8.9 percent YoY. Coors Light followed with an 11.2 percent volume share, up +2.1 percent YoY, while Miller Lite was down -1.5 percent YoY, and held 10.5 percent of the share. Modelo Especial continued its upward trajectory with a 6.8 percent volume share, increasing by +10.2 percent YoY. Bud Light rounded out the top five with a 6.4 percent volume share, down -7.6 percent YoY.

Mixed Results Across Packaged
Packaged products also faced challenges during the opening weekend, with total volume down -12.6 percent and revenue falling -7.8 percent YoY. However, Beyond Beer products saw significant growth, making up 11.2 percent of the volume share with a +14.4 percent YoY jump. Also notable was craft beer, representing 8.6 percent of the volume share, with an increase of +4.8 percent YoY. Domestic beer dominated the packaged category, holding 48 percent of the volume share with a +2.2 percent YoY increase. Imports accounted for 32.2 percent of the volume share, though it declined by -8 percent YoY.

Light Lagers led packaged style trends with a 41.3 percent volume share, rising by +1.1 percent YoY. Lagers accounted for 33.1 percent of the share but saw a decline of -6.9 percent YoY. RTD (Ready-to-Drink) Cocktails continued to gain popularity, holding a 6.6 percent volume share with a remarkable +45.6 percent YoY increase. Non-alcoholic beverages, with a 5.6 percent volume share, grew by +22.8 percent YoY, while Hard Seltzers accounted for 4.5 percent of the share, down -12.7 percent YoY.

In packaged brand performance, Michelob Ultra topped the list with a 13.1 percent volume share, increasing by +1.5 percent YoY. Corona Extra followed with a 12.4 percent share, though it declined by -14.5 percent YoY. Miller Lite held a 10.7 percent volume share, down -1.5 percent YoY, while Coors Light accounted for 8.4 percent, falling -1.1 percent YoY. Bud Light rounded out the top five with a 6.2 percent volume share, declining -1.3 percent YoY.

Spirits Performance
Spirits consumption during the opening weekend revealed interesting category and brand trends. Despite overall declines, some key categories experienced growth: Whiskey reflected a +12.2 percent YoY increase and led the category with a 31.4 percent volume share,  Tequila followed closely with a 20.5 percent volume share and grew +11.3 percent YoY, while Vodka held a 16.5 percent volume share, marking a modest +3.9 percent YoY rise. Among notable brands, Jack Daniels experienced robust growth, up +9.3 percent. Tito’s Vodka was up +5.8 percent over 2024, while Jameson Irish Whiskey posted a nominal +1 percent increase.

Beer Do Well

Beer has increased its share of BevAl sales at the expense of wine and spirits, CGA by NIQ’s latest On Premise Measurement (OPM) reveals. OPM, which delivers insights into the out-of-home drinks landscape in the US, shows beer attracted 40.1 percent of all BevAl spending in the 12 months to end-January—a year-on-year gain of 0.3 percentage points. The wine and spirits categories lost 0.3 and 0.4 percentage points of share respectively.

Beer’s performance has been largely driven by higher prices and distribution. Average prices have risen by 1.6 percent and total distribution points by 2.1 percent. However, rate of sale fell 5.0 percent, and beer’s volumes over the 12-month period dropped 3.0 percent.

Extending a recent trend, draft beer has stolen sales from packaged alternatives. Draft’s split of volumes rose 0.9 percentage points to 52.3 percent in the year to end-January.

CGA’s OPM analysis reveals some significant movements across beer’s sub-categories. Top-performing segments in the last 12 months include imports, which added 1.2 percentage points to their share of total beer volumes. Domestic super-premium added 0.6 percentage points, but the domestic premium segment lost 1.3 percentage points. The craft category continued a long run of losses with share slipping another 0.5 percentage points—though it remains beer’s largest sub-category.

The OPM service also provides valuable analysis of beer sales by style. It highlights a robust 2024 for pale lager, which gained 0.4 percentage points of share year-on-year, with particularly sharp increases in states including Louisiana, California, and Tennessee. Across the US, stout and pilsner added 0.2 and 0.1 percentage points of share respectively.

Matthew Crompton, CGA by NIQ’s VP Americas – On Premise, said: “While distribution is moving in the right direction, beer volumes remain under pressure in US bars and restaurants. Nevertheless, there are still substantial growth opportunities in different sub-categories, styles and states, and we can be cautiously optimistic that spending will pick up as we move deeper into 2025. Challenges make it more important than ever for suppliers and manufacturers to pinpoint market hotspots. Our OPM service is the perfect starting point for responsive and effective activations and brand positioning strategies that add to share in this competitive landscape.”

The Brunch Report

Brunch isn’t just a meal; it’s an American cultural cornerstone. As the leading daytime dining concept specializing in breakfast, brunch and lunch, First Watch is unveiling The Brunch Report, its first annual deep dive into the dining preferences, habits and characteristics of brunch, America’s favorite mealtime occasion. 

To compile the report, First Watch dug into its data to uncover what’s driving brunch culture forward — and what’s keeping it grounded in the classics:

• Brunchers Are Setting Their Alarms Earlier: While brunch has previously been thought of as a midday/afternoon activity, First Watch brunchers are ready to start their weekend days earlier with 10:30 a.m. emerging as their favorite time to indulge. In the last year, customer traffic increased during the hours of 10 and 11 a.m., and shifted further away from afternoon dining times (1-3 p.m.). As lifestyles become more active and involved, First Watch diners are ready to tackle the day and a yummy weekend meal earlier than before.  

• Eggs-actly How America Likes Brunch: Despite the Instagram appeal of a perfectly runny egg, the classic scrambled egg is First Watch customers’ tried and true. When eggs are the dish of choice, First Watch customers overwhelmingly (55 percent) go for scrambled. Over medium (15 percent) and over easy (13 percent) are runners-up.

• Coffee Reigns Supreme as #1: The one thing Americans can agree on – coffee is the undisputed star of brunch. Across the 29 states where First Watch has a restaurant, coffee was hands down the #1 ordered menu item. While each region has their own twists (for example: Central Pennsylvania leads demand for iced coffee), coffee is the great unifier of breakfast. 

• Waffles: The New King of the Breakfast Sweet: While pancakes may be a forever classic, waffles are capturing the hearts — and plates — of First Watch customers nationwide when ordering the fan favorite Tri-Fecta. When opting for the sweet side of brunch, 51 percent of First Watch diners ordered waffles over pancakes (35 percent). Is it their Instagram appeal? Endless topping options? Pockets for buttery, syrupy goodness to fall into? Who knows! Either way, First Watch customers are loving this waffle moment, and we’re here for it.

• Classics Never Die: Despite new culinary trends, more globally inspired cuisines and reports of diners becoming more adventurous with flavors, nothing beats the classics! Traditional menu items featuring staples like eggs, bacon and toast are the most ordered brunch dishes in every state with a First Watch presence.

“Brunch is an experience … a chance to create lasting memories while enjoying great food,” said Matt Eisenacher, Chief Brand Officer. “While we’re always excited to introduce innovative dishes, there’s comfort in the timeless appeal of a classic breakfast.”