Survey: Food quality, value leading change in restaurant preferences
Consumers are on the hunt for more value when it comes to dining out.
A new survey of consumers from restaurant commerce solution provider Tillster reveals that 33% of diners said their favorite restaurant changed in the past 12 months, with “better food” (46%) and “better value” (40%) cited as the leading reasons.
Price (59%), quality or freshness of food (56%), and order accuracy (33%) are the top three most important factors for respondents when assessing the value of their dining experiences. When asked what makes their favorite restaurant their favorite, the most common responses were “I like the food” (56%) and "reasonable prices" (42%).
[READ MORE: Survey: Restaurants continue to adjust to industry challenges, cost pressures]
High dining costs are having an impact on where and how often customers choose to eat. Nearly half (45%) of surveyed diners report they are visiting restaurants less often due to rising prices, with nearly half saying they’ve decreased their dining-out budgets in the past six months. At the same time, 21% say they’ve increased their budgets in 2025, which Tillster says shows that while some are pulling back, others still see dining out as a worthwhile indulgence.
The report also revealed that many consumers are looking for more convenience when dining out at quick-serve or fast-casual chains. Nearly two-thirds (61%) of kiosk users say they want to see more kiosks in restaurants, up from 57% in 2024 and 36% in 2023.
Customers are also willing to embrace another technology: artificial intelligence. Sixty percent of diners say they feel comfortable using voice AI at the drive-thru, with Gen Z even more enthusiastic at 67%.
Even as quick-serve chains continue to dominate the value conversation when it comes to restaurants, a quarter (24%) of those surveyed say they’re visiting convenience and grocery stores more frequently than they did 12 months ago. This marks a higher increase than those returning more often to quick-serve chains (18%) or fast-casual chains (16%). With more pre-made meal options entering the mix, Tillster advises restaurant brands to double down on experience and engagement to maintain their edge in a competitive field.
“Diners today expect more than speed and discounts – they’re looking for a more valuable experience, from personalized touch points to high-quality food options,” said Perse Faily, CEO of Tillster. “This year’s Phygital Index Report finds that brands can’t count on diner loyalty anymore – it must be earned every single time they order from a restaurant. As the dynamics between diners and their restaurants-of-choice continue to shift, Tillster is committed to helping our customers weather the complex economic environment.”
Tillster commissioned an independent survey of 1,500 U.S.-based diners who recently ordered from a quick-serve, fast-food or fast-casual chain.
