“Consumers want their meals to be worth it, and to be something they can’t duplicate at home. That means price, service, culinary, experience, music, everything wrapped together and tied with a pretty bow,” writes Alicia Kelso for Nation’s Restaurant News (NRN), in an article entitled, “In a heavy value environment, loyalty is harder to come by.”
The “whole package” experience might see like a given. Guests want a nice dining experience, and that includes the environment, the service, and the quality of the food. But what restaurant owners need to pay attention to is how recent economic hardships have fine-tuned that expectation into something much more specific. According to Kelso’s article and a study from Tillster, 45% of consumers claim their favorite restaurant has changed in the last year. What once was good enough is no longer meeting the desires and demands of customers being much more careful with their money.
The industry saw this coming. Rising gas prices and post-Covid fatigue has restaurants and customers alike trying to find a happy medium that works for everyone. A lot of businesses have turned to digital experiences and loyalty programs to increase value and customer interaction. “But those programs, whether they include gamification, exclusivity or other incentives, still might not be enough to lure customers away from their own kitchens, particularly since restaurant prices have outpaced grocery prices for 36 months in a row, according to Kalinowski Equity Research,” Kelso says.
It isn’t a game, and it isn’t just something “fun.” It isn’t coupons or happy hours. It isn’t a new logo on the menu or a fancy new Instagram page. What’s drawing customers to restaurants is an effort to offer value by a new definition—perhaps one the industry should return to in order to really be a part of hospitality and what it stands for.
“It’s about music, hospitality, vibe, experience, consistency. That’s what will keep the industry alive,” says Daniella Senior, founder and CEO of Colada Shop, based out of Washington, D.C. “Customers need to feel special, that they can’t duplicate their experience at home and that it’s worth it.”
“Not only do they want to feel like their meal-away-from-home is worth it, they want to know what to expect. Jean Hagan, partner at restaurant consulting firm EisnerAmper, said it is critical in an inflationary environment to stick to the concept while maintaining a consistent product and service,” adds Kelso. Customers need to feel confident in the experience they’re walking into—that their expectations will be met and that it will be worth the money they are about to spend.
Tillster has data to back these words of wisdom. “Tillster’s 2026 Phygital Index Report illustrates why consistency and experience are important — 69% of diners have decreased or maintained their dining-out budgets due to economic conditions and they are more discerning in how and where they choose to dine out. While price remains a consideration, the data shows that diners are placing more emphasis on the overall experience, with food quality (45%), convenience (44%) and speed (34%) as the top three factors when diners decide where to eat.”
Richard Weil, owner and principal for National Restaurant Consultants, says, “As part of NRC’s consultant business, we provide secret shopping services for many of our restaurants.” This undercover research can build a plan for what adjustments might be made for a complete experience for guests. “Paying attention to all the details impacts the guests’ expectations, from the parking lot, in. The experience continues throughout the guests’ time in the establishment: from the lighting to the cleanliness of the floors, ceilings, restroom vents, windows, front doors, and all points in between. So many times, when conducting secret shopping, our consultants spot these missed small details. These add up in the minds of your guests and can mean less frequent visits, or in some instances, guests not returning. Yes, quality, consistency, and service matter—as does the work of attracting and retaining guests.”