If one thing is certain today, it’s that nothing is certain, especially surrounding the economy. 

As a result, 67% of U.S. consumers are scaling back spending across nearly every category – from clothes and travel to streaming services and, yes, restaurants. This is according to Popmenu’s nationwide study of 1,000 U.S. consumers, ages 21 and older, in June 2025.

In fact, restaurants top the list of areas where people are tightening their purse strings, with 61% of consumers reducing their dining spend compared to last year.

So, what does this mean for your restaurant? It means your competition isn’t just the rival pizza place on the other side of town or the new sushi spot across the avenue. You’re up against grocery stores, Amazon, Netflix, and everything else that can chip away at guests’ budgets. 

Every dollar spent elsewhere is a dollar not spent at your restaurant. So it’s time to put on your boxing gloves (or oven mitts) and fight for your guests’ attention. 

Staying engaged means staying afloat

In this economic climate, staying visible and engaged with your guests can no longer be an afterthought. Guests are being more strategic with how they spend their money, so you need to be more strategic – and more consistent – in your engagement with them. 

You can’t count on your guests to remember you; you need to remind them you’re there. A great way to do this is via automated email or text campaigns that keep your restaurant front and center while also being engaging enough to stand out from other similar messages they’re receiving from competition. 

Examples of effective communications include: 

• Welcoming new guests with a thank-you offer
• Celebrating birthdays or other milestones with personalized messages and a special treat
• Reminding lapsed guests with a “We miss you” note and an incentive to return
• Showing appreciation for guests who provide feedback by sending a short but sweet note from the owner
• Promoting your takeout or pickup options, especially since 44% of consumers now prefer takeout over dining in or delivery 

And if this seems like a lot of work on top of a lot of work, turn to technology like AI marketing, which does the heavy lifting for you; picture pre-crafted emails, texts, and social posts that are unique to each of your restaurant locations, sent out automatically and on a consistent schedule, ensuring you’re always the first place guests think of when they’re getting hungry. 

Consistency matters more than ever

Speaking of consistency, marketing is not a “one and done” situation, especially when your goal is to woo guests away from spending money elsewhere. You can’t just send one “thank you” email and then assume your work is complete. Building trust and loyalty takes time and consistency.

According to the Popmenu study, consumers currently spend $115 on restaurants and $235 on groceries every week, on average. More than half of respondents dine at or order from restaurants at least twice a week. As guests are dividing up their weekly budget, your restaurant needs to be top of mind in order to get a slice.

Consistency means regular communications, yes, but it also means the way you communicate should be uniform across all channels. Your branding – from tone to look and feel – should stay the same whether you’re posting on social media or sending a weekly text. 

And don’t forget about your website, which is most likely where guests will go for more restaurant information. Make it easy for people to find the details they’re seeking on your site and keep it consistently updated with your latest news events, and offers. 

If you’re only showing up when you have a new menu item or holiday promo, you’re not doing enough to get today’s guests through your door. Your communications should come often enough to feel like a part of your guests’ lives, and enticing enough to make them act on your offers. 

Incentivize in the short term for long-term loyalty

Warmer weather brings more distractions – and more reasons for guests to spend money elsewhere. In fact 44% of consumers expect to lower their restaurant spend compared to last summer.

That’s why incentives are especially hot in the summer months, so think of creative ways to encourage customers to eat with you during the heat. 

Whether it’s a reminder that your patio is open for al fresco dining, a limited-time offer on all summer drink specials, or a takeaway picnic-style for outdoor gatherings, finding ways to meet your guests in the moment will not only get them in the door now, but it’ll make them want to come back even as the weather cools. 

The struggle for dollars is real

As Brendan Sweeney, CEO and Co-founder of Popmenu puts it, "While the demand for good food and hospitality continues, consumers are growing more discerning with their finances as confidence in U.S. economic performance dips. Restaurants not only have to compete harder with one another, they have to compete with every other business out there trying to get a bigger share of consumer spend.”

By continually engaging consumers across digital channels, and providing financial incentives to dine in or out, you’ll win back business today, while also setting your restaurant up for future success – no matter their certainty or uncertainty.