Franchise News
As consumer demand for on-premise dining surges, restaurant operators prioritize ambiance and unique experiences to boost customer loyalty and drive traffic.
According to the National Restaurant Association’s State of the Industry Report 2025, attracting on-premise customers will be a top priority for restaurants, officially surpassing the past few years’ post-COVID focus on off-premise dining.
A key driver behind this shift is strong consumer demand for in-restaurant experiences, with 81% of diners indicating they would visit full-service restaurants more often if they had the financial means to do so. As a result, many restaurants are investing in enhancing their on-premise offerings, with 60% of quick-service restaurants (QSRs) and 90% of fine dining operators prioritizing on-premise visits in 2025.
Brands like Subway and Starbucks are improving their in-store ambiance to create more inviting environments, encouraging customers to spend more time dining in. Factors such as store cleanliness also play a significant role in customers' decisions to visit, with 73% of limited-service customers citing it as a key consideration.
Additionally, the NRA identifies growing interest in unique in-store experiences, with 70% of adults, especially 79% of Gen Z, expressing interest in events like tastings, private dinners and cooking classes at restaurants.
Read the full NRA State of the Industry Report 2025 here.
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