If restaurants are trying to get their customers to spend more, it may behoove them to focus their energy on their most luxurious items and experiences.
Americans are largely willing to pay more for upgrades to their dining outings, according to a new report from the reservation platform SevenRooms, which is used by companies like Union Square Hospitality Group and Altamarea Group. In Los Angeles and New York, for example, about half of diners would shell out for upscale ingredients like caviar and freshly shaved truffles. And in Dallas and Washington, D.C., most people would break out their wallet for experiential elements like a tableside Martini cart.
SevenRooms outlined its findings in its first annual “Restaurant Trends and Diner Expectations” report, released on Tuesday. It covers a host of topics—from restaurant marketing to the use of AI in dining establishments—and dives deep into consumers’ relationship with high-end and fine-dining experiences. Notably, across the country Americans will spend up to $63 per person for a meal out, with 45 percent of Gen Zers open to splashing out even more. In many cities, though, the average per-person spend among SevenRooms customers is even higher: $131 in New York, $129 in L.A., and $113 in Dallas.
Those eating out most frequently or spending the most money want to be treated like VIPs, too. Among those who would spend $89 to $126 on an average night, 38 percent are seeking out exclusive events. Among those who dine out seven or eight times a month, 33 percent want VIP access to special seating areas. And among those who eat at restaurants nine or 10 times a month, 23 percent want those sorts of perks too.
To make loyal return customers out of diners, it’s clear that restaurants should be investing in the high-end amenities and dishes that these people want. It sounds like the days of theatrical, exclusive dining experiences are here to stay.
