Just like music fans follow their favorite artists, today’s diners are exploring their own “food eras.” These eras influence where, when, and how they eat out. Whether they’re focused on value, wellness, or unique experiences, these preferences drive their restaurant choices.
OpenTable’s latest research reveals exactly how these evolving dining eras are creating new revenue opportunities for restaurants. See what drives different diner segments and adapt your offerings to capture more bookings and build lasting loyalty.
The rise of the savvy era
Cost consciousness is driving dining decisions, with our research showing the “savvy era” leads current dining preferences. Approximately 22% of diners prioritize more affordable dining options. This trend transcends age groups but is particularly strong among Gen Z, especially when dining out before or after a concert, with 57% identifying price point as the most important factor.
How your restaurant can take advantage
Turn the savvy era trend into an opportunity. Create strategic prix fixe menus or early dining specials. These will attract price-conscious guests and help maintain your margins. Consider launching an OpenTable Experience during traditionally slower periods—you’ll fill tables while offering excellent value. Positioning these offerings as smart choices rather than budget options will help attract savvy diners without compromising your brand.
Experiential dining takes center stage
The “experiential era” is growing. Just over 10% of diners from various generations say they value a unique dining experience. Today’s diners enjoy shareable moments and unique experiences. This makes them open to new ideas, like live music or wine tastings.
Tap into the diner experience
Transform slower periods into revenue opportunities with wine tastings, craft cocktail workshops, or behind-the-scenes kitchen tours with your chef. Use OpenTable’s Experience to showcase and manage these events effectively, making them easily discoverable for experience-seeking diners.
The wellness wave
Health-conscious dining continues to grow, with the “wellness era” resonating strongly. In the US, nearly 20% of diners overall consider themselves in their wellness era, prioritizing health and happiness. This signals a significant shift from traditional dining preferences towards more mindful eating habits.
Make it healthy
Highlight nutritious menu options and consider creating wellness-focused experiences like healthy cooking demonstrations or nutrition workshops. Remember to tag healthy menu items appropriately in your OpenTable profile to help health-conscious diners find you, and make sure your menu descriptions clearly highlight nutritious ingredients and preparation methods.
Concert night opportunities
Live events present their own unique opportunity for restaurants. Around 40% consider dining out to be an important part of their concert-going experience. Concert nights can change dining patterns, with guests ready to spend more and looking for restaurants that understand their timeline—56% would spend more than they usually spend at a restaurant if dining out before the event.
Location matters most when these diners choose where to eat. Cuisine offered (64%) and proximity to venue top the priority list (63%) for diners when looking for the right restaurant to dine at. If you’re near a concert venue, create special pre-show menus that guarantee guests will make their showtime. Consider adjusting your table management strategy on event nights to accommodate different dining styles:
- Quick service: 26% of diners opt for fast food or food on the go to prioritize getting to the front of the stage.
- Shareable plates: 20% prefer sharing small plates, as they’re too excited to have a big meal.
- Hearty main courses: 20% choose main courses to fuel their dancing.
Action items for your restaurant
Put these insights into action with concrete steps that drive bookings and increase revenue. From launching targeted Experiences to adjusting your menu mix, here’s exactly what you need to do to attract and delight guests in every dining era.
- Review your pricing strategy and consider creating special menus that appeal to diners.
- Launch targeted Experiences for different diner segments:
- Wellness workshops
- Wine tastings for experiential seekers
- Value-focused events for savvy diners
- If you’re near an event venue, create pre-show packages that guarantee timely service.
- Update your OpenTable profile to highlight:
- Health-conscious options
- Special Experience offerings
- Pre-concert or event menus
- Proximity to venues
- Adjust your table management strategy to accommodate different dining styles during major events
A new era
Understanding and adapting to these dining eras will help you attract new guests while building deeper connections with existing ones. Your OpenTable tools can help you showcase these offerings and manage the different preferences of today’s diners efficiently.
Learn more about creating Experiences that appeal to different diner segments and manage the different preferences of today’s diners.
Methodology: An online survey was conducted by PureSpectrum among 1,000 American consumers. Within this sample, major cities have been weighted for direct comparison. The research fieldwork took place between 12th – 14th June 2024.
