CHICAGO, September 25, 2025 — Throw out the old go-to-market strategies for landing a product on restaurants’ menus. New research shows the opportunities are shifting as consumers yield to different motivators for dining out.
An August survey of 1,509 U.S. adults revealed the occasion growing the fastest is the casual dinner consumed at a quick-service or comfortable table-service restaurant.
The number of instances where consumers seek out that sort of experience has increased by seven percentage points since a similar survey was conducted in August 2023, according to the data, which was compiled for IFMA The Food Away from Home Association by Datassential.
The desire for a relaxed dinner with a small group (2.5 individuals on average, according to the research) remains the top motivator for dining out, with 20% of respondents citing the experience as the reason they frequent restaurants.
In contrast, only 12% cited the opportunity to grab a quick bite—a clear nod to convenience—as the reason they frequent restaurants. That compares with the 15% of consumers who cited that driver two years ago as their motivator for dining out.
The implication for growth-minded suppliers of foods and beverages: “Focus on creating complete meal options with sides and add-ons that drive higher check sizes,” Datassential observed. It noted that the average per-person tab for a casual dinner is $21.60.
It also advised suppliers to ensure their products would retain their integrity if ordered for takeout or delivery, and noted the public’s demand for both more variety and specialized cuisines like barbecue.
Rounding out the fastest-growing dining-out occasions were a meal with the family (cited by 14% of respondents, a three-point increase over the August 2023 benchmark); having a relaxing meal at home (10% incidence and a three-point increase); and the need for a last-minute dinner (10% incidence, a three-point increase.)
Each of those occasions provides a different set of considerations for food and beverage suppliers looking for a menu placement, Datassential concluded.
The research was the latest output of IFMA The Food away from Home Association’s Consumer & Operator Research Group (CORG). Other studies produced by CORG include a statistical snapshot of how GLP-1 appetite suppressants are affecting menus and how convenience stores are looking to compete more keenly with quick-service restaurants.
The research is available as a standard benefit to Tier 3 members of the association. Others can purchase the reports via the association’s online store.
As Managing Editor for IFMA The Food Away from Home Association, Romeo is responsible for generating the group's news and feature content. He brings more than 40 years of experience in covering restaurants to the position.