- Consumers are prioritising food quality, convenience and overall experience, with 43% unconcerned about quick-service or midscale
- People are going out more, but spending less – ordering wine by the glass, for instance, or splitting main courses
- Menus are shrinking, with more appetisers and fewer main courses
- More restaurants are using technology, such as handheld POS devices, to improve F&B ordering and delivery
- Tired of paying up to $20 a cocktail, consumers are seeking out cheaper prices
- The push toward hyper-local, community-driven dining experiences is set to continue
In the US, the Covid-19 pandemic reset expectations for both guests and operators in the on-premise channel. Five years on, though, what’s next for the country’s bar scene?
As recently as three years ago, on-premise dining trends in the US were broadly reflective of consumers who were still considerably cautious about dining amid dozens of other members of the public. And while on-premise dining is picking up again, the drivers behind it look different from what they did pre-pandemic.
According to the GM of inventory & sales at back office management platform Restaurant365, Joe Hannon, today’s guests are looking for an experience. This drive for connection is pushing restaurants to double down on in-house services where they can control more of the experience – and, frankly, the margins.
“Off-premise channels are still important, but with rising fees and delivery costs, many operators are refocusing their energy on what they can do in-house,” Hannon says. “What’s driving this shift is a mix of guest expectations and operational realities. People want connection, operators want consistency, and on-premise dining – when done right – delivers both.”
The pandemic reset expectations for both guests and operators, according to Restaurant365’s ‘Midyear State of the Restaurant Industry’ report. As Hannon explains, on-premise dining today looks very different from just five years ago: operators are being smarter and more intentional with labour, menu design and table turns.
“Technology is also playing a bigger role, from QR code menus to integrated POS and inventory systems that help staff move faster and managers make better decisions in real time,” he says. “At the same time, we’ve seen a clear shift in how restaurants define success. It’s no longer just about filling seats; it’s about margin protection and operational efficiency.”
The content marketing manager at F&B intelligence platform Datassential, Samantha Des Jardins, adds that the company’s ‘2025 Trends Report’ found “the distinction between dining segments, such as quick-service restaurants (QSRs), midscale and casual dining, is diminishing as restaurants compete on value, innovation and quality to cater to evolving consumer preferences”.
This trend highlights the importance of affordability and worthwhile experiences in attracting consumers to the on-premise.
“Casual dining is adapting to merge the convenience of QSRs with the quality of traditional restaurants, fostering community-based environments that emphasise authenticity, health and contemporary dining experiences,” Des Jardin adds. “[US] consumers are increasingly indifferent to traditional service styles, with 43% stating they do not prioritise whether a restaurant is quick-service or midscale, signalling a shift toward prioritising food quality, convenience and overall experience.”
The consumer hunt for meaningful experiences
Priscilla Conyers, the franchise partner of one of the nation’s top-performing Eggs Up Grill locations in Riverview, Florida, has seen a profound shift in how people approach dining out.
“Post-pandemic, folks are more selective,” she says. “They’re asking themselves, ‘Is it worth it to go out when I can make something at home?’
“It’s not just about the food anymore; it’s about the experience. People are looking for more than a meal – they want connection, hospitality and something that feels personal. At Eggs Up Grill Riverview, we’ve seen this first-hand. Guests want to feel seen and valued, and that’s what drives them back through the door.”
According to the president of restaurant consultancy Hospitality Works, Izzy Kharasch, while guests are going out more, they’re trying to spend less. “One cocktail before dinner, not two; a glass of wine rather than a bottle of wine; and more sharing, including sharing one entrée [main course] and not having an individual one,” he says.
Kharasch is also seeing menus becoming smaller, with more appetisers and fewer entrées. As he explains, this is helping on-premise establishments keep a lower inventory, which in the long run will help them save money.
“Also,” she adds, “more restaurants have increased their technology, such as handheld POS, so that the servers can be much more efficient in the ordering and delivery of food and beverages.
“The current trend of cocktails continuing to increase in price will begin to turn itself around. Already, a number of restaurants in bigger cities are beginning to roll back their cocktails pricing. Customers are tired of paying US$18 to $20 for a cocktail and are now seeking out restaurants with more reasonable cocktail prices.
“The trend of trying to spend less and share more will continue for the rest of 2025.”
Top three on-premise trends
According to the CEO of restaurant technology solutions provider HungerRush, Bill Mitchell, the top three on-premise trends he’s seeing are “rising guest expectations, tighter labour dynamics and the strategic use of technology to close the gap”.
First, as Mitchell explains, guests now expect a faster, more personalised experience, whether they order at a kiosk, from their phone or at the counter. They want the system to recognise them, apply loyalty rewards automatically and accept digital coupons without friction. Paying at the table should be simple and fast.
“Second, dine-in traffic hasn’t fully recovered to pre-pandemic numbers, but expectations have risen,” Mitchell says. “Guests want their on-premise experience to feel efficient and worthwhile. This shift is driving operators to use technology to reduce staff strain, improve order accuracy and create more value during each visit.”
Third are operational costs, which Mitchell maintains are forcing restaurants to do more with less. The right tools help streamline workflows, improve service and keep teams focused on what actually drives revenue.
“The biggest change in on-premise dining is the way restaurants are using technology to enhance the in-store experience,” he says. “It’s no longer about adding more tools. It’s about using the right tools to improve speed, accuracy and guest engagement.”
Consumers also expect to be recognised and rewarded in real time. As Mitchell explains, they want to reorder favourites, redeem texted offers and pay without delays. In-store mobile ordering and tablets are helping teams meet those expectations by reducing wait times, preventing mistakes and simplifying loyalty sign-ups.
“This evolution is also helping teams manage tighter labour environments,” he says. “When tech does the heavy lifting behind the scenes, staff can focus on hospitality and consistency during peak hours.”
The future of on-premise dining
Eggs Up Grill’s Conyers believes the restaurant industry will see a continued push toward hyper-local, community-driven dining experiences. “People want to support businesses that support them,” she says. “Whether it’s sourcing local ingredients, giving back to nearby schools, or hosting events that celebrate our neighbourhood, diners are paying attention to those details.”
Conyers also sees technology playing a bigger role – not in replacing the personal touch, but rather enhancing it and streamlining operations so her team can focus more on genuine hospitality. “It’s all about that balance between efficiency and warmth,” she says.
Looking ahead, the Restaurant365 team expects two things to define the next wave of on-premise dining: personalisation and precision.
On the personalisation side, guests will continue to seek out restaurants that feel tailored to them, whether that’s through loyalty programmes, curated menu options or localised experiences.
“For operators, that means using guest and sales data more strategically to inform everything from LTOs to staffing,” Hannon says. “On the precision side, it’s all about tightening the screws operationally. Every decision, from what to prep to who to schedule and when to reorder, needs to be rooted in data.
“That’s especially critical as food and labour costs remain unpredictable. Operators who rely on gut instinct alone are going to struggle. Operators who build a culture of data-driven decision-making will win.”
Mitchell believes that on-premise dining is headed toward full integration; one system that connects ordering, loyalty, feedback and payment into a single, seamless guest experience.
“We’re already seeing more restaurants adopt digital ordering within the store to reduce wait times and give guests more control,” Mitchell says. “Loyalty programmes are becoming smarter by tying directly to order history, not just points. Feedback tools are improving, from just collection to allowing operators to act on issues and respond immediately.
“The restaurants that will lead in the next few years are the ones treating technology as a core part of the guest experience,” he concludes. “When tools are connected and easy to use, service improves, teams stay efficient and loyalty grows naturally.”
Bar & Restaurant, a Questex brand, provides the US on-premise channel with the latest trends and education to drive profitability. Find out more by clicking here.
Members-only intel
Keep reading this members-only article – and every one like it
- ✓All paywalled news and interviews
- ✓Category and market data
- ✓Monthly GDI magazine
- ✓Full archive + daily newsletter
Secure checkout · Cancel any time · Company invoices available
Already a member? Log in
See all plans, incl. 10-reader and corporate
Check if your company already pays for you Your company may already give you free access.
Corporate subscribers: AB InBev, Bacardi, Campari Group, Diageo, Moët Hennessy, Pernod Ricard, Proximo Spirits, Suntory Spirits Group, William Grant and Sons.
Activate company accessNot ready yet? Get the headlines free in our daily newsletter.
Sign up free
