Nearly 40% of Americans Are Eating Out Less as High Prices Redefine Dining Habits

A new report from YouGov reveals that nearly 40% of Americans are dining out less frequently than they did a year ago, largely due to persistently high menu prices and broader economic pressures. 

“Americans still enjoy dining out, but value has become the deciding factor shaping where and how they choose to eat,” YouGov American Senior Sales Director Nora Hao said in a statement. “As costs continue to rise, consumers are becoming more selective — and restaurants that pair affordability with loyalty rewards, and smart digital engagement will come out ahead in 2025.”

The decline is even sharper among lower-income consumers, where 44% say they’re eating out less. Only 8% of diners report going out more often than last year. With menu prices up 3.7% year over year, most consumers (82%) say they’ve noticed the increase, and fewer than one-third feel that current restaurant prices are fair for the quality received.

In response, more than half of Americans (54%) have adjusted their dining habits to save money. Many are opting for cheaper restaurants (60%), using discounts and coupons (53%), ordering fewer items (51%) or skipping drinks (42%). Women, Gen Z and millennial diners are especially likely to cut back compared to men and older generations.

Still, the data shows that strategic deals could help restaurants win customers back. Over half of respondents say promotions like “buy one, get one free” (58%) or general discounts (56%) would encourage them to dine out more often. Preferences vary by income: lower-income consumers respond most to BOGO deals, middle-income diners prefer discounts and higher-income guests lean toward happy hour offers.

Loyalty programs also remain a powerful tool. Over one-third of Americans currently use them, and 77% say such programs could motivate them to visit restaurants more frequently — though nearly half note that participation depends on the specific offer. 

Read the full report here.