Running a restaurant today isn’t just about great food — it’s about staying sharp, reading customer behavior, and adapting faster than ever. In 2025, six major menu trends are shaping how guests decide where to dine and how restaurants can keep margins strong. The good news? Every one of these can be translated into actionable steps to help you make more money, attract more customers, and streamline operations.
1. Value that Feels Like a Win
Diners are more price-conscious than ever, but value doesn’t mean cheap. Guests want to feel like they’re getting a good deal — whether it’s through combo meals, portion sizing, or menu bundles. I know what you’re thinking; to take a page out of the fast-casual restaurant model might feel like a step backwards. The trick is to learn from what they do and put your spin on it.
Chili’s reintroduced their “3 for Me” combo at $10.99, offering a starter, entrée, and drink—often including bottomless chips and salsa. Not only did this undercut many fast-food combo deals, but it also delivered more perceived value. They strategically maintained that $10.99 entry point even after eliminating some less profitable items. While fewer “3 for Me” meals are sold now—**24% fewer—**the average check rose by $1.38, and customers gravitated toward higher-tier options ($13.99–$15.99), boosting margins.
- Action step: Create a “value section” on your menu with smaller portions, early-bird specials, or a bundled combo at a clear price point. Pair it with eye-catching menu design to make it the easiest decision for your guests. The most successful value strategies combine affordability with quality, menu variety, and smart design.
2. Sustainability as a Selling Point
Eco-conscious dining is no longer a niche trend — it’s an expectation. Customers notice if you highlight local sourcing, low-waste practices, or transparency around ingredients.
Surveys show 70% of diners say sustainability influences their dining choices, especially among Gen Z and Millennials (your growth customer base). They’ll pay a little more or choose one restaurant over another when they see clear eco-friendly practices. Chains like Chipotle and Sweetgreen lean heavily on sourcing stories — and customers reward them with loyalty and frequency.
- Action step: Add one local, seasonal item to your menu and tell the story behind it — either on your menu, your website, or social channels. Even one highlighted item signals commitment to sustainability.
3. Protein is the Anchor (so get creative)
Protein is often the first thing customers look for when ordering, whether it’s steak, seafood, chicken, or plant-based alternatives. Guests increasingly expect choice and quality here. I know the price of beef being at a 60 year high doesn’t make focusing there sound like a winning strategy. Protein remains a key menu attractor—but flexibility matters more than ever; by pivoting wisely, you control costs without sacrificing the protein-first appeal.
Pork prices are up this year too, but at 1.8% in 2025 – this is a much more manageable increase than the 12% we’re seeing this year in beef. You could also consider chicken, at only a 2.7% increase, or explore alternative, fermented, or plant-based proteins like tempeh or enriched oat-based items—trendy, healthy, and often cheaper.
- Action step: Spotlight protein in your dish titles (e.g., “Grilled Salmon with Citrus Glaze”) and offer at least one plant-based protein option as a swap for a best-selling dish.
4. Boost Buzz with Rotating Menu Items
Limited-time offers (LTOs) and rotating menu features keep customers curious and give them a reason to return more often. New flavors and cultural influences are especially effective. A lot of independent restaurateurs see marketing or social media as a time suck with little payoff. But the reality is, when done consistently and with a strategy, it becomes one of the highest ROI activities they can do outside of running the kitchen.
Marketing isn’t about going viral—it’s about making sure people who are already in your neighborhood think of you first. Done right, it’s not wasted energy, it’s one of the most efficient levers for filling seats.
- Action step: Launch a monthly “chef’s feature” or seasonal rotation. Promote it across social media and at the point of sale. A sense of urgency (“available this week only”) drives sales and repeat visits. Pick one platform (Instagram, TikTok, or even just Google Business updates) – Don’t try to be everywhere. Schedule one post a week – A single behind-the-scenes photo, a dish highlight, or a short staff shoutout goes further than you think. Leverage user content – Reposting customer photos or reviews takes 30 seconds and builds trust with new guests. Lastly, Tie posts to action – Add simple calls-to-action like “Reserve a table now” or “Join us for Happy Hour.”
5. Snacks and Shareables Drive Frequency
Customers are snacking throughout the day and looking for small, shareable options — both in-house and to-go. This boosts sales during off-peak hours and gives you the opportunity to increase per ticket revenue.
- Action step: Build a small-plate or snack menu with 3–5 items priced to encourage impulse buys. Think crispy sides, handhelds, or unique to-go-friendly treats. Market them as “afternoon pick-me-ups” or “perfect to share.”
6. Mindful Drinking goes Mainstream
The rise of non-alcoholic spirits, mocktails, and low-ABV beverages shows no sign of slowing down. Customers want exciting drink options beyond traditional cocktails. Restaurants implementing comprehensive non-alcoholic programs report 15-25% increases in beverage revenue, with these options often becoming among their highest-margin menu items
Approximately 23% of adults now identify as non-drinkers, while an additional 35% are actively reducing their alcohol consumption. From a profitability standpoint, non-alcoholic specialty beverages offer exceptional margins that often exceed traditional alcoholic options. While wine typically carries a 300-400% markup, craft mocktails and premium non-alcoholic beverages can achieve margins of 500-700%.
- Action step: Develop a short but creative NA/low-ABV section on your beverage menu. Train staff to actively promote these options — and don’t forget to feature them on your social feeds to catch the attention of sober-curious diners.
Final Thoughts
The restaurant landscape is changing, but these six trends don’t require a complete menu overhaul. Instead, they’re opportunities to make small, strategic tweaks that resonate with customers and drive your bottom line. Think of them as a checklist: highlight value, tell a sustainability story, spotlight proteins, keep offerings fresh, embrace snacking, expand beverage choices, and test the insights you get back.
By leaning into even a few of these moves, you’re not just keeping pace — you’re staying ahead. And in 2025, that’s the difference between a restaurant that survives and one that thrives.