Restaurant operators across the United States should take note: diners are becoming increasingly uneasy about rising menu prices, yet they are not abandoning the dining‑out experience. Toast surveyed 850 U.S. adults in April 2024 and again in July 2026, asking about their attitudes toward price increases and their dining habits.
Justification sentiment drops sharply
In the 2024 wave, 41% of respondents said price increases were “completely justified,” while only 10% said they were not justified at all. By 2026, just 18% felt the hikes were justified and 25% said they were not. The survey wording changed slightly between waves (“yes / somewhat / no” versus “completely justified / somewhat / not justified at all”), but the directional shift is clear.
Perception of price magnitude rises
Guests also think prices have risen more than they estimated. In 2024, 41% guessed price growth of 10‑20%; in 2026, that figure rose to 54%.
Dining frequency remains steady
Despite growing skepticism, the share of diners reporting they eat out less often barely moved – 55% said they dined out less in 2024, compared with 53% in 2026. The trend is essentially flat.
Cost of living, not menu prices, drives reduced outings
Among those who are dining out less, 56% cite the overall cost of living as the primary reason, while only 33% point to menu prices specifically. Guests do not hold restaurants uniquely responsible for tighter household budgets.
Consumers are adapting, not abandoning restaurants
Only 12% of respondents say they have made no changes to their habits. The majority are adjusting: 45% are preparing more meals at home, 40% choose lower‑cost items on the same menu, and 39% opt for less expensive dining establishments.
Advance notice remains a top expectation
When asked whether restaurants should communicate price hikes ahead of time, 70% agreed in 2024 and 69% in 2026. This stable expectation offers operators a straightforward way to ease guest concerns without altering menu prices.
Understanding the reasons behind hikes
Guest comprehension of why prices are rising has stayed high – 58% in 2024 and 57% in 2026 say they clearly understand the drivers. The top reasons cited match operator narratives: rising ingredient and food costs (77%), overall inflation (70%), and labor costs (57%).
What the data means for restaurant owners
The gap between understanding price drivers and feeling the increases are justified suggests patience is wearing thin. While diners remain engaged, they are more cost‑aware and willing to trade down within the restaurant relationship rather than walk away. Providing clear, advance communication about price changes could preserve goodwill and sustain traffic.
Methodology
Toast conducted a blind survey of 850 U.S. adults ages 18+ on July 31 2026 and April 23 2024. Respondents were unaware that Toast was fielding the study. Using a standard margin‑of‑error calculation at a 95% confidence interval, the average margin of error is +/- 3‑5%.
Original reporting: KRDO (Colorado Springs metro) — read the source article.
