Survey: Value, better food driving changing restaurant preferences
A sizeable number of restaurant goers have changed their mind in the past year when it comes to their favorite quick-serve/fast-casual chain.
A third (33%) of survey respondents have shifted their restaurant preference in the past 12 months, according to the new 2025 Phygital Index report from Tillster. Younger consumers are overrepresented when it comes to this, as 44% of Gen Z diners say their favorite chain changed in the past 12 months. More than a third (36%) of millennials report the same, followed by 28% of Gen Xers and 9% of baby boomers.
The top-two factors driving customers to switch their favorite chain are finding better food (46%) and better value (40%) elsewhere. However, only a quarter of respondents (26%) say more or better offers and deals played a role in attracting them to their new favorite chain, indicating price is only one element influencing loyalty and diners’ perceptions of value.
Overall, 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 spot their favorite, Tillster’s survey respondents were more likely to select “I like the food” (56%) than "reasonable prices" (42%).
Tillster’s survey found that almost half (49%) of respondents have decreased their budget for eating out this year, with 45% visiting restaurants less often, and 38% choosing lower-priced items when they do eat out. A third (33%) said they are buying fewer add-ons at restaurants, while 30% are using loyalty programs and offers more often to save money.
Consumers are also fans of a smooth digital experience at quick-serve and fast-casual restaurants, according to the survey. A majority (61%) of kiosk users say they want more kiosks in restaurants — an all-time high, up from 57% in 2024. Being able to visually review orders for accuracy (36%), convenience (31%), quickness (30%) and being able to customize orders easier (30%) are the top reasons diners say they prefer kiosks.
[READ MORE: Deloitte: Restaurants take interest in AI]
More than two-thirds (68%) of restaurant website and app users “highly value” the ability to save order customizations for quick and easy reordering, rating it a four or five on a scale of one to five. Similarly, 65% of website/app users are highly interested in the ability to filter menu items based on their specified price point, also rating it a four or five.
Methodology
Tillster commissioned an independent survey of 1,500 U.S.-based diners who ordered food from a QSR/fast-food or fast-casual chain within the past three months about their ordering habits, experiences and preferences. The sample set included 450 Gen Zers, 450 millennials, 450 Gen Xers, and 150 baby boomers. There was a roughly even distribution of male and female respondents. The survey was conducted in February 2025.
