The dining landscape in the United States and Europe is transforming, with new trends reshaping how and where people spend their money in restaurants. A recent report from Circana highlights this evolution, driven by an array of factors beyond mere pricing. As preferences shift towards more flexible dining experiences, operators must adapt to meet consumers’ changing desires.
Trends in Restaurant Visits
Restaurant spending in the United States and Europe is expected to rise 3% in 2026, but the growth is being driven by more than prices. A shift in how people eat and drink is changing where and when they spend money, according to a new Circana report on foodservice trends.
The company, which tracks consumer behavior, said the biggest changes include more visits to restaurants for drinks only, a decline in the old pattern of fixed meal times, and growing demand for foods and beverages tied to health, energy, and protein intake. In Italy, 15% of restaurant visits are now for beverages only, compared with a 14% average across Europe. In the United States, beverage-only visits have reached 45%, showing how far that market has moved toward what Circana calls the “Liquid Revolution.”
The Rise of Beverage-Only Visits
That trend is gaining ground in Europe as operators invest more in premium coffee, functional drinks, and low- or no-alcohol options. Edurne Uranga, vice president for foodservice in Europe at Circana, said the next major wave will likely be modern soft drinks with added benefits such as magnesium or zinc, or claims linked to energy, focus, and wellness. She said this could lead not just to new menu items inside existing businesses but also to new chains built entirely around beverage offerings, as has already happened in the United States.
Shifting Meal Times
Circana said restaurant demand is also becoming more spread out across the day. Lunch and dinner remain important, but visits are increasingly shifting to midmorning, brunch, and midafternoon occasions, which are among the fastest-growing time slots. The company linked that change to healthier routines, more flexible work schedules, and a broader habit of snacking throughout the day rather than relying on traditional meals.
Health-Conscious Dining
Health-focused eating is also reshaping menus. In Italy, 43.4% of consumers follow some kind of specific diet, above the 40% European average. The most common is a high-protein diet, followed by other eating patterns tied to wellness goals. Circana said foods and drinks that support energy, immunity, and weight management are among the fastest-growing categories.
Adapting to Change
Uranga said restaurants and brands need to rethink how they serve customers so that each euro spent feels worthwhile. She added that operators should simplify and adapt menus to fit local habits and different consumption moments if they want to stay relevant as the market keeps changing.
Key Takeaways
- U.S. and European restaurant spending is projected to increase by 3% in 2026.
- Beverage-only visits are rising, particularly in the U.S. with 45% of visits focused solely on drinks.
- Flexible dining times are growing in popularity, including midmorning and brunch hours.
- Health-conscious eating is reshaping menu offerings, with an emphasis on high-protein and wellness-focused diets.
- Operators must adapt menus to reflect local consumption habits and evolving consumer preferences.
FAQ
What is driving the shift towards beverage-only visits in restaurants?
The rise of beverage-only visits is influenced by consumer desire for flexibility and a growing interest in premium and functional drinks.
How are meal times changing in restaurants?
Meal times are becoming more fluid, with increasing visits during midmorning, brunch, and midafternoon, aligning with healthier and more flexible lifestyles.
What types of diets are trending among consumers?
Health-focused diets, particularly high-protein options, are trending, with many consumers following specific dietary patterns tied to wellness goals.
How should restaurants adapt to changing consumer preferences?
Restaurants should simplify and tailor their menus to local habits and different consumption moments to remain relevant in a shifting market.
