New research from Lightspeed Commerce Inc., the one-stop commerce platform empowering merchants to provide the best omnichannel experiences, has found that Americans are getting creative to save money on dining out as costs rise.
In May, Lightspeed surveyed more than 7,500 dining consumers globally, with 1,500 respondents in the U.S., to better understand how dining trends have evolved in the past year. Respondents were required to be over the age of 18, and have attended a sit-down restaurant within the last six months.
There is some good news in the report: 81% of respondents reported dining out at least once a month, and 39% said they dine out once a week or more. Just over half, 51%, said they will either continue to dine out at the same rate or increase going out in the next six months.
However, consumers are looking at ways to stretch their dollar, as seven in 10 (69%) diners report higher meal prices, and four in 10 (39%) notice their favorite dishes are shrinking in size—a phenomenon commonly referred to as "shrinkflation."
Diners are turning to a variety of strategies to save money on dining out, including hunting for deals with coupons (43%), choosing value meals (39%), and making the most of happy hour specials (36%).
Nearly half (45%) of respondents are turning to leftovers to stretch their meals by asking for to-go or "doggy" bags. More women (53%) than men (38%) are likely to enjoy a second meal with the leftovers. Older Americans, particularly those aged 55 or older, are similarly inclined, with 53% taking doggy bags home. Diners in Los Angeles appear more conscious about food waste, with 51% requesting leftovers to go.
“Value is certainly top of mind for restaurant diners at the moment,” said Dax Dasilva, CEO and Founder of Lightspeed. “Restaurateurs need to adapt to an environment of cost-savings but also perceived value. Customers don’t want to sacrifice the experience of dining out; they still want to feel like they are treating themselves. Keeping this in mind encourages repeat visits, and a better overall customer experience.”
Tipping continues to be a hot topic in the quest to save money when dining out. The majority of diners (73%) are not fans of auto-tipping prompts on digital screens, with 58% saying they feel pressured to tip more than they’d like to avoid appearing stingy or cheap.
Inflation has also affected the amount diners are willing to tip, according to 44% of survey respondents and more than half (55%) in the 18-34 age group. That being said, the majority of restaurant-goers remain generous tippers. 38% said they prefer to tip between 16-20%, with 34% opting for 10-15%, and 13% tipping 21% and above.
"By staying adaptable and responsive to changing consumer preferences, restaurants can not only survive but also thrive in the current landscape," said Dasilva.
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