Winning the $90 Consumer: How Economic Pressure Is Reshaping Restaurants

There’s been a clear shift in dining behavior driven by economic pressure with guests spending less per week and becoming more selective about when and where they dine, according to Popmenu’s 2026 Restaurant Trends Report. In February 2026, consumers' average weekly spend on restaurants dropped to about $90, $25 less than in June 2025.

In response, operators are emphasizing their value proposition, investing in experiential dining, and embracing AI and digital hospitality. In fact, 97 percent of restaurant operators say they are sharpening focus on their guest experience by implementing new dining options, guest incentives, and AI.

Declines in consumer confidence and spend are largely reflective of the state of the economy and should bounce back as conditions improve, however, shifts in consumer expectations for restaurants are here to stay, said Brendan Sweeney, CEO and Co-founder of Popmenu.

“The restaurant market is growing more competitive by the minute. For example, 41 percent of consumers say they expect restaurants to use technology to make their experience better, whether that’s in the form of faster service, greater convenience, or immediate access to information they seek. Operators need to make it easy for consumers to find and interact with their digital storefront and carry that experience through on-premise.”

Leveraging AI and Automation

The survey results reinforced trends that have emerged and gained momentum in recent years such as the use of AI for everything from food prep and marketing to business operations, Sweeney pointed out. 

“Nearly 70 percent of operators have already adopted AI at their restaurants or plan to this year in an effort to increase productivity, enhance hospitality and manage costs. Those who are slower to act will be playing catch up as AI and automation become table stakes in supporting hospitality.”

Among the report highlights:

• 68 percent of U.S. consumers say they are cutting back on restaurant dining this year and prioritizing affordability and convenience. 

• Despite concerns about consumer confidence, tariffs, immigration, and other economic factors, 63 percent of operators are cautiously optimistic about their business prospects this year; 25 percent are very optimistic. 

• Facing higher food and labor costs, 71 percent of restaurant operators plan to raise menu prices, up from 57 percent last year, when more restaurants held back following price hikes in 2024 and 2023. To help balance this out, 35 percent of operators expect to add more affordable options to their menus. 

• Nearly one-third (31 percent) are considering variable pricing (i.e., price changes based on demand, time of day, day of week, seasonality), up from 22 percent last year.

• Consumers say they’re looking for a dining experience, not just a meal; 61 percent of operators plan to attract more guests through theme nights, interactive dinners, nostalgia pop-ups or even just through the vibe and character of the restaurant itself. 

Considering Every Step of the Guest Journey

Operators are sharpening their focus on the guest experience by orchestrating the full guest journey, from initial online search to post-visit retention looking at every opportunity to deepen connections with consumers, said Sweeney. He added that they are making it easier for guests to find them online by making their websites friendlier to Google and answer engines such as ChatGPT and using AI to answer phones with custom responses and automating waitlists and reservations to take care of in-person guests. 

The restaurants that are crushing it think about how they win at every step of the guest journey vs. a single point in time.

“The restaurants that are crushing it think about how they win at every step of the guest journey vs. a single point in time–from the moment a consumer searches for a place to eat online to when they place an order and decide whether they will return and recommend you,” said Sweeney.  “When consumers visit their websites, they’re offering interactive menus that feature photos and reviews vs. static PDFs. They’re providing first-party online ordering with direct integrations with their POS to ensure smooth transactions. They’re capturing guest preferences through interactions and automating personalized messages to bring them back.”

Sweeney notes there continues to be a big movement toward consolidation of technology. Operators are often juggling 15 or 20 different tools to run and market their business, which can add up quickly and cause a lot of inefficiency. 

“They’re looking to reduce their tech stack and rely on tools that enable them to do more—without compromising hospitality, " said Sweeney. “Direct online ordering is another good example. Operators are keeping online ordering on their own website as much as they can to avoid high third-party commissions and control the guest experience. Guests also benefit from better pricing when ordering directly from the restaurant.”

‘Reach More Guests, More Often’

To set themselves apart from the competition in marketing their value proposition, Sweeney recommends operators to “reach more guests, more often” as the majority of operators (81 percent) are increasing their marketing activity this year. Additionally, more than half of operators (55 percent) say they’re using AI to write marketing content and build out multichannel campaigns quickly.

“You don’t need to have the perfect message for every marketing channel, but it is critical to stay consistent in outreach—which can be difficult when managing multiple locations or concepts or if you don’t have someone dedicated to marketing. The key is to make sure the (AI) tool you’re using is directly tied to your data and branding, so the content is highly relevant.”

To see how your marketing activity compares to other restaurants, there are free assessment tools like  Restaurant Marketing Scorecard, Sweeney said. Answer four questions and the tool provides an instant scorecard as well as a report detailing industry benchmarks and best practices.  

“If you’re not leaning into technology to reach more guests and keep them engaged, if you’re not personalizing communications, if you’re not providing affordable meal options, if you’re not making their experience as easy as possible, competitors will happily take those guests away from you. This applies to restaurants of all sizes.”

Popmenu conducted an anonymous, nationwide study of 328 U.S. restaurant owners and operators from January 8 to January 31, 2026. Popmenu also conducted an anonymous, nationwide survey of 1,000 U.S. consumers, ages 21 and older, from February 4 to February 5, 2026.