Consumers dine out more often than they think
Customers underestimate their restaurant frequency by 40%, but also spend less than they say, according to research by Facteus.
June 4, 2026
What consumers say and what they do are often two different things. And that includes their dining habits.
According to a new report from consumer intelligence firm Facteus, consumers dine out a lot more often than they think, or care to admit. The company combined survey data from 1,000 consumers with credit card transaction data and found that the average person goes to a restaurant seven times a month, but reports only five visits, a difference of 40%.
Consumers also overestimated how much they spent at restaurants per month by 50% to 60%, the analysis found.
The discrepancy shows that there is more share to be had for restaurants, Facteus said. “A twice a month diner may seem loyal,” the report noted, but “if they actually dine out 7-8 times per month, your brand is missing 75% of their occasions.”
This could impact how restaurants design their loyalty programs and promotional calendars. Facteus also suggested that restaurants should focus less on discounted pricing and more on the overall value of a meal, given the disparity between consumers’ estimated and actual spending.
The results should come as welcome news for restaurants, which have been grappling with how to get customers in the door in a tough economy. They’ve been fairly resilient in spite of those challenges: Traffic was down 0.8% industrywide in 2025, about the same as 2024, according to Technomic data—more evidence that customers are behaving more normally than what declining consumer sentiment scores might suggest.
The Facteus research also revealed some surprising demographic trends. When surveyed, men and women reported much different dining and spending habits, but transaction data showed that they visited restaurants the same amount, while men spent just slightly more ($8, compared to a difference of $55 when surveyed).
“Gender is a much weaker variable than surveys imply,” Facteus concluded.
And despite what Gen Zers may say to their nosy elders, they remain a particularly active restaurant audience. When surveyed, Gen Zers said they visit restaurants five times a month, less than Millennials (5.8). But transaction data shows 7.3 monthly visits for Gen Z, more than the older cohort (6.7).
That means restaurants should probably keep those colorful drinks and cheese pulls coming.
About the Author
Joe Guszkowski
Senior editor, Restaurant Business
Joe Guszkowski is a senior editor with Restaurant Business covering technology and casual-dining chains.
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