Restaurant operators to prioritize on-premise traffic over off-premise in 2025: NRA Report

USA – According to the National Restaurant Association’s State of the Industry Report 2025, restaurant operators will prioritize drawing diners into their establishments over emphasizing efforts towards off-premise visits.

The report highlights a significant shift in consumer behavior, with restaurants increasingly prioritizing on-premise dining.

According to the report, 60% of QSR operators expect that on-premise visits will play a more vital role in 2025 compared to off-premise alternatives, while an even higher 90% of fine dining establishments share this outlook.

This trend is fueled by pent-up consumer demand, with 81% of diners stating they would frequent full-service restaurants more often if they had additional disposable income.

Growing Demand for In-House Experiences

Major brands such as Starbucks and Cava are actively upgrading their in-store environments to create more inviting spaces that encourage customers to linger.

Even Subway is following suit by enhancing its interiors with wood tones and warmer lighting to extend the duration of customer visits.

These changes are part of a broader movement within the industry to make the dining experience more appealing and immersive.

Key On-Premise Factors

The report underscores that on-premise factors extend beyond food quality. For instance, an NRA survey revealed that 73% of limited-service restaurant customers prioritize store cleanliness when choosing where to dine.

This attention to the physical environment is critical in attracting and retaining customers. Additionally, the report highlights substantial consumer interest in specialized dining events.

About 70% of adults, and notably 79% of Gen Z, expressed enthusiasm for tasting events featuring curated menus.

A slight majority of respondents also showed interest in private dining experiences, while half indicated that cooking classes could serve as a potential draw.

Expert Insights on the Value Proposition

Bo Davis, CEO and co-founder of MarginEdge, a provider of restaurant management software, emphasized that in-store experiences are integral to a restaurant’s overall value proposition.

“It’s only natural,” he noted, “because anyone who has operated restaurants knows it isn’t just about the food. Amazing food might attract a one-time visit, but an outstanding ambiance and culture keep customers coming back repeatedly, even if the food is merely average.”

Davis recalled that he has frequented the same Arlington diner since his college days, praising its consistent atmosphere that has remained unchanged over decades.

The findings of the report suggest that as the dining industry evolves, the focus on creating engaging and pristine on-premise environments will be key to driving long-term customer loyalty and sustained revenue growth.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.