It’s getting harder to earn a spot in the weekly dining rotation.
New data shows a growing number of U.S. consumers are cutting back on discretionary spending—including meals out. According to Big Chalk, 33.4% of households now identify as “trade-off consumers.” These diners are trimming their budgets across several categories, including dining, groceries, and travel.
What’s behind the shift? A perfect storm of economic pressure: high credit card debt, shaky stock markets, and slower wage growth. Add in tariff talk and travel pullbacks, and it’s no wonder consumer confidence has dropped to its lowest level since 2022.
RESTAURANTS ARE FEELING THE SQUEEZE
Quick-service restaurant traffic fell nearly 3% year-over-year in February. This drop may seem small, but it reflects a broader trend. Fewer trips per week mean fewer chances to connect with your guests—and more competition for the dollars they do spend.
Even higher-income households are watching their wallets. Consumers may not be skipping dining out altogether, but they’re making fewer visits and favoring grocery stores for everyday meals. That means your menu, messaging, and guest experience need to work harder than ever.
WHAT CAN RESTAURANTS DO NOW?
Here’s how to respond in ways that protect margins—and your relationship with guests:
- Double Down on Value, Not Just Discounts – Value doesn’t always mean price cuts. It means guests feel like they’re getting more than what they paid for. Bundle items. Add small perks. Include an extra side or drink with a combo. Make it feel generous.
- Make It Feel Like a Treat – When people do eat out, they want it to feel special. Use limited-time offers, nostalgic flavors, or comfort-driven dishes to tap into emotion. Make dining out feel like a reward—even if it’s affordable.
- Lean Into Loyalty – If consumers are cutting back, retaining your core guests matters more than ever. Revisit your loyalty program, personalize rewards, offer members-first deals or early access to new items because frequent guests are your lifeline right now.
- Keep Your Messaging Optimistic – Don’t lean into fear. Focus on how your restaurant brings joy, comfort, and connection. “Fun at a great value” is a winning formula, especially for customers forced to scale back elsewhere.
- Revisit Your Promo Calendar – Review your promotions through a new lens. Are they designed for the current mindset? Align your offers with what matters now: affordability, enjoyment, and ease. That might mean shifting from family-size meals to solo comfort foods—or vice versa.
- Don’t Ignore the Numbers – Track your traffic and average check closely. Watch what sells. If higher-ticket items are slowing, spotlight your mid-range hits. Make sure your pricing ladder feels approachable without undercutting your margins.
VIGOR’S VIEW
The current spending dip isn’t a death sentence—it’s a call to adjust. Yes, people are tightening their belts, but they’re still hungry for good food, great service, and a break from their routines.
In this moment, restaurants that stay nimble and guest-focused will stand out. Show value. Deliver comfort. And lean into the joy of eating out—even when the budget is tight.
Looking for ways to refresh your value strategy or optimize your menu? That’s where Vigor comes in.
Let’s help you stay top of mind, even when consumers are cutting back.
