CHICAGO, November 10, 2025 — Rising menu prices are upending Americans’ dining-out habits, prompting more than 1 in 3 consumers to frequent restaurants less often and a major portion of the rest to economize when they do venture out, according to new research.
The data from YouGov.com show consumers are cutting back at every juncture of the decision tree. They’re opting to dine-out 37% less often; they're choosing a less-expensive restaurant in 60% of the instances when they do dine out; and they’re ordering fewer items in 51% of those occasions.
Restaurants have been griping for some time about traffic being eroded by discomfort with current menu prices. Government figures show the charges are running about 3.7% above the rates of a year ago, which in turn reflected a jump of almost 9% in 2022.
But the YouGov data quantifies how much of an impact that price apprehension is having.
The report did include some good news, including indications that dining out remains a big part of the public’s eating habits. Roughly 30% of consumers dine out at least once a week, and 38% visit a restaurant one to three times per month, the data show.
But the frequency is clearly being dampened by sticker shock. When the 37% of consumers participating in the study were asked why, nearly 7 of 10 said it was because of rising menu prices.
Price sensitivity figured into the four next most-cited reasons as well (trying to save money, 58%; cost of living, 57%; cooking more often at home, 46%; dining out feels like a luxury, 23%).
The respondents showed considerable resentment toward climbing prices. Only 28% characterized the increases as “fair,” with the majority complaining either that the quality didn’t justify the hikes or that the charges have been rising too quickly.
Roughly half (51%) of the diners who reported cutting back their restaurant visits said they’re also ordering fewer items when they do venture out. The most common options being skipped are drinks (42%) and desserts (38%).
In addition, 14% said they now order soft drinks instead of beer, wine, or cocktails.
Not surprisingly, respondents indicated that BOGOs and other bargains were the most effective weapons in drawing them away from home for a meal.
The report was issued on the cusp of earning season, when public restaurant chains reveal their financial results for the third quarter. A number of usual top achievers, including Wingstop, The Cheesecake Factory, and Cava, have tempered their fourth-quarter financial guidance because of signs the public is cutting back on its spending.
The You.Gov report can be found here.
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.