• by Teresa Buyikian , February 25, 2026

Despite the influx of meal deals, loyalty rewards and cheaper menu items, the majority of consumers intend to cut back on restaurant spending in 2026, per a new study from Popmenu.

The nationwide survey of more than 300 U.S. restaurant leaders, seen here, found that 68% of U.S. consumers say they are cutting back on restaurant dining this year to prioritize affordability and convenience.

Subsequently, restaurant operators are tackling the customer decline head-on, with 97% saying, “they are sharpening focus on their guest experience—implementing new dining options, guest incentives and AI technologies.”

“Economic pressure is not letting up for restaurants that see costs continue to increase and consumer confidence plummet,” said Brendan Sweeney, CEO and co-founder of Popmenu. “Operators are actively seeking ways to gain an edge at every step of the guest journey—from when they search for restaurants online to when they place an order and choose whether to return. You'll see that play out in new menu options and dining experiences, frequent and targeted digital marketing and more tech-enabled hospitality.”

Surprisingly, despite the downturn, 25% of operators surveyed said they’re “very optimistic” about business prospects in 2026, with 63% being “cautiously optimistic.”  Growth has slowed, with 28% planning new locations (or expanding existing ones) in the new year, down from 32% in 2025.

And while affordability is top of mind for consumers, 71% of restaurant operators still plan to raise menu prices this year, up from 57% last year. To appease deal seekers, 35% of operators say they intend to add more affordable options to their menus. Almost one-third (31%) say they are considering implementing variable pricing based on demand, time of day, season, etc.

Operators cited several upcoming menu additions:

• 41% – more limited time menus
• 33% – more healthy dishes
• 33% – more low-alcohol and mocktail beverages
• 32% – more homemade dishes
• 30% – more comfort food

As far as technology, 41% of consumers say they “expect restaurants to use technology to make their experience faster, more convenient and more informed.” For operators, 44% say they “have already adopted AI at their restaurants for everything from food preparation to business operations,” with 25% intending to add AI this year.

In terms of marketing, 48% of consumers say they “want to hear from their favorite restaurants at least once a week.”  Eighty-seven percent of operators are using technology to “automatically personalize messages based on guest preferences.”