Marketing
Photo: Gemini
October 8, 2025 by Jill Griep — Account Director, Bernstein Rein
The dining landscape is shifting fast, and today’s guests are bringing new expectations with them every time they walk through the door. It’s no longer just about food quality or convenience, it’s about meaning, experience and connection. From families seeking affordable yet memorable nights out to individuals embracing “me time” at the table, guests are shaping what the future of the industry looks like.
These five trends reveal not only what’s top of mind for diners today, but also how forward-thinking brands are adapting to meet them.
1. YOLO experience
Budgets are tight and the economy is uncertain. However, families are still making space to get out and enjoy a great meal together. But what many are looking for goes beyond what’s on the plate. For instance, Open Table reported a 27% uptick in bookings for “experiences” this year. While often thought the domain of FSRs with gimmicks like dinner and a show, bottomless brunch and themed dining experiences, fast casual is winning the YOLO crowd over with experiences as unique as the guests enjoying them.
Think Velvet Taco’s Instagram-friendly massive share trays, Chipotle’s Roblox burrito builder orSweetgreen’s Kendrick collabs. Concepts like these bring guests memorable, shared experiences without breaking budgets and creating buzz with micro and nano influencers across platforms.
2. Humble ingredients
Customers are trying to avoid ultra-processed foods and are instead embracing locally sourced, in-season ingredients. At the same time, many are seeking zero-waste to align with their focus on global impact.
A great example is Just Salad. Its BringBack Bowl Program invites customers to reuse their bowls with each visit, reducing waste while also providing a gentle, in-home reminder to return with their branded bowls. They were also first in the industry to show the carbon footprint of every item on their Climatarian menu; guests can even earn carbon credits through the app, dynamically lowering the cost of their order by selecting lower-impact, plant-based items. These two strategies lower the guilt customers feel about the waste created by dining out while emphasizing humble, “real food” ingredients.
3. Holistic health
Healthy today is more than a number on a scale or a dress size. It’s the combination of nutrition and physical activity as well as mental health, financial wellbeing and even meaningful relationships. Connecting on topics beyond calorie counting are areas to consider when curating relationships with loyal customers.
Chipotle’s partnership with Strava encourages guests to get out and exercise, gamifying the app’s fitness tracking to compete for Local Legend status that earns the winner free Lifestyle Bowls for a year. But not everything has to be fitness-driven. Inviting guests in for meaningful, “screen-free” time to connect with others or highlighting menu items that contain calming or mood-boosting ingredients are simple ways to let guests know you’re here for their whole self.
4. Instagram-worthy
If there’s not a photo, it didn’t happen. 75% of Gen Z get their meal and dining ideas from Instagram and TikTok so it’s no real surprise that 60% of restaurants use Insta as their main marketing channel. Celebrating favorite eats, adventurous new tries, fun gathering moments are all reasons to lure in this young new tribe.
Some brands are getting into the fun by offering “Instagram kits” inside their locations (LED lights, selfie sticks and creative wall art) to encourage shareability while Cava, for instance, delved into “newstalgia” with its coreographed music video using Kylie Minogue’s 2001 earworm “Can’t Get You Outta My Head” to promote the Hot Harissa Pita Chips. Whatever you offer, look for ways to encourage shareability among local influencers using your space or your products in creative and fun ways.
5. Solo dining
Connections don’t always have to happen with other people. Maybe one of the few positives to emerge from COVID is that we’re all a little more okay connecting with ourselves. Solo reservations in the US are up 29% year over year, according to OpenTable, and are becoming more a part of regular behavior as the stigma around dining alone has faded in the era of remote work and higher focus on self-care.
The great news for fast casuals is that this concept is practically built in to the framework as locations are often set up to accommodate guests seeking a quick breake; ither a calming respite from the bustle of an office or, conversely, a feeling of being “out and about” from solitude of a home office. Offering bar seating with power outlets, window views or small visuals make solo diners feel welcomed and comfortable while messages of encouragement like “Need a ‘Me Time’ break? Your table for one is now available” position your store as a place for guests to connect with themselves and enjoy a nice meal.
While each of these trends is distinct, they share a common thread: today’s diners are asking restaurants to meet them where they are: in their values, their lifestyles, and even in their social feeds. Brands that embrace these shifts aren’t just keeping pace with customer expectations, they’re creating deeper, lasting connections that drive loyalty well beyond the meal. The opportunity is clear: lean into these moments, and your brand won’t just be part of what’s trending, it will help define what dining looks like next.
About Jill Griep
I pride myself on building strong client relationships, leading high-performing teams, and delivering creative, strategic solutions under tight deadlines and budgets. Skilled at problem-solving and managing multiple priorities, I thrive on helping clients achieve measurable results while fostering collaboration and trust. I also enjoy fully immersing myself in all aspects of my clients’ businesses, recognizing that marketing is just one slice of the whole pie.
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