MRM Research Roundup: Strategic Tech, Loyalty Rankings, Super Bowl Stats, and Culinary Job Growth | Modern Restaurant Management

This edition of Modern Restaurant Management (MRM) magazine’s Research Roundup features the state of culinary jobs, the promise of off-prem, Super Bowl ads and traffic, and Valentine’s Day at-home celebrations. 

Restaurant Industry Adaption

The restaurant  industry is adapting at unprecedented speed by embracing smarter technology adoption and deploying creative operational strategies, according to findings inTouchBistro 2026 American State of Restaurants Report. The report draws on insights from more than 600 U.S. restaurant owners, CEOs, general managers and area managers. For the first time since 2022, profit margins climbed back into double-digit territory, diner traffic maintained its upward momentum and debt levels fell significantly. All clear indicators that the industry’s financial strain is finally starting to lift.

Key findings include:

• Two-thirds (66 per cent) of independent operators are carrying debt (down from 78 per cent in 2024)

• Almost all (96 per cent) are spending more on labor costs this year compared to 2024

• 68 per cent have raised menu prices in the past year (up from 47 per cent in 2024)

• Over four-in-five (81 per cent) have seen an increase in takeout/delivery sales compared to 2024

• 85 per cent feel positive about the use of AI in restaurants

Economic Environment and Effects of Tariffs

2025 was defined by a turbulent U.S. economic landscape, where tariffs shifted on a dime, labor costs hit record highs, and consumers weighed every menu item more carefully than ever.

Over four-in-five (82 per cent) U.S. independent operators shared that tariff and trade policies directly contributed to their restaurant’s inventory challenges this past year, disrupting supply chains and forcing prices upward across nearly every ingredient category. Miami (91 per cent) and Austin (90 per cent) felt the heaviest effects. Los Angeles (64 per cent) saw somewhat less disruption, though even that lower figure represents nearly two-thirds of operators affected.

Rising food and inventory costs are hitting operators hard, with 54 per cent citing food costs and inflation as their biggest inventory challenge, up from 39 per cent in 2024. In response, over two-thirds (68 per cent) have raised menu prices over the past year. However, price hikes are not the only tool in play. To manage costs, operators are prioritizing waste reduction (42 per cent), supplier diversification (39 per cent), and technology or AI to identify inefficiencies (29 per cent).

Additionally, off-premise channels remain a growth driver for operators. Over four-in-five (81 per cent) report takeout and delivery growth, where sales jumped an average of 33 per cent. This matches 2024 levels, signaling that this revenue stream has stabilized into sustainable growth rather than a pandemic spike.

Despite the economic challenges, the amount of operators who are carrying debt has dropped from 78 per cent to two-thirds (66 per cent). The key difference from previous years is that operators are either borrowing less or paying it back faster, and the loans taken are more deliberate. Forty per cent of operators still took out new loans or financing in the past year, but as strategic financing to manage inventory costs and seasonal fluctuations.

Labor Cost Trends

The economic challenges are compounded by rising labor costs. An overwhelming 96 per cent of operators are spending more than last year due to rising wage expectations and competitive talent pressures.

However, when tackling the increased costs, only 19 per cent of operators chose to reduce headcount. Instead, most are investing in existing staff through productivity improvements (35 per cent), cross-training (34 per cent) and retention efforts (30 per cent).

To streamline costs and maximize staff, technology is playing a central role:

• Over a quarter (28 per cent) use POS systems for scheduling, and another 28 per cent deploy labor-saving tools

• The most popular solutions include order-ahead platforms (36 per cent), QR codes for menus and payments (36 per cent and 34 per cent respectively) and AI-powered voice ordering (29 per cent)

• The implementation of self-serve kiosks and labor management solutions (both at 28 per cent) highlight a focus on efficiency without replacing human interaction

A bright spot: 12 per cent of operators report no staffing challenges, up 6 per cent from 2024, showing some operators have found the secret to retention and recruitment.

Greater Use of Technology

In finding tactical solutions for economic challenges and labor costs, technology investment is surging. Almost three-fourths (74 per cent) of operators plan to spend more in the next six months. Top priorities include marketing software (30 per cent), reservation systems (28 per cent) and staff scheduling tools (26 per cent), reflecting a focus on efficiency, visibility and guest experience.

AI adoption remains strong but measured. Eighty-seven per cent of operators now use AI, primarily for menu optimization (31 per cent), reservations/booking (30 per cent), and inventory management (30 per cent). Meanwhile, automation continues to accelerate, helping operators serve faster, save time and boost revenue.

What Trends Should U.S. Restaurants Focus On This Year?

1. Labor Optimization Becomes Non-Negotiable: Effective optimization needs to make existing teams more productive.

2. Strategic Menu Engineering Becomes Essential: To maximize menu offerings, use POS and inventory insights to track both sales and costs.

3. Off-Premise Becomes an Equal Priority, Not an Afterthought: Consider takeout and delivery like a key section of your business.

4. Digital-First Discovery Becomes Tablestakes: Your Instagram, website and social profiles are critical revenue drivers.

5. Practical Technology Wins Over Flashy Features: Before adopting new tools, ensure they integrate with existing systems, are easy for your team to use, and solve a real problem.

Customer Loyalty Engagement

Results of the 28th Annual Brand Keys Customer Loyalty Engagement Index (CLEI) reveal a pivotal shift in the brand landscape as consumer expectations jumped 32 percent year-over-year – the largest single-year increase since the survey’s inception in 1998. This surge in expectations has transformed the competitive terrain, with 40 percent of product and service categories identifying new #1 brands in their ability to meet evolving consumer demands.

The CLEI measures how effectively brands create loyalty, which is the most reliable predictor of consumer behavior, sales, market share, and profitability.

Brands Customers Rated #1 in 2026

This year’s engagement and loyalty leaders reflect not only brand performance but cultural relevance and the ability to meet – or exceed – rapidly rising brand category expectations. Top-ranked 2026 restaurant brands included:

Fast Food: McDonald’s 

Fast Casual Food: Chipotle 

Out-of-Home Coffee: Dunkin’ 

Pizza: Domino’s 

Beyond rankings, the CLEI provides in-depth diagnostics of category-specific loyalty drivers, the consumer expectations tied to each driver, and the attributes, benefits, and values that contribute to engagement, loyalty, and profitability. 

Loyalty’s Outsized Impact on Profitability

The 2026 CLEI underscores what Brand Keys initially identified and has documented for more than 30 years: loyalty is the most powerful driver of profitability. This year’s data shows:

• Retention costs remain 17–25 times lower than acquisition costs – a 26 percent increase since 1997.

• A 5 percent increase in loyalty can now yield up to 88 percent higher lifetime profits per customer.

• A 2 percent rise in loyalty can deliver as much as a 29 percent reduction in across-the-board marketing and operational costs.

Long-term leaders continued to dominate in certain sectors: Discover (Credit Cards, 28 years), Domino’s (Pizza, 22 years), Dunkin’ (Out-of-Home Coffee, 20 years), Konica Minolta (MFP Copiers, 19 years), Hyundai and AT&T Wireless (17 years), and Amazon (15 years).

Yet stability no longer guarantees category leadership. The 2026 findings highlight disruption: with 40 percent of categories reporting new top-performing brands. 

Culinary Job Growth

According to a January 2026 report on culinary industry development, Texas leads the nation with the most projected jobs by 2032. A new state-by-state breakdown by Auguste Escoffier School of Culinary Arts analyzed national and state-level employment projections, comparing projected trends and actual growth across all 50 states.

• Texas ranks first, with over 52K new culinary positions projected to appear by 2032.

• With projected growth 5 times the national average, Utah leads in industry development.

• When it comes to recorded growth, the culinary industry in Washington outperformed the projections, adding 5,800 jobs instead of just 1,300 expected.

To analyze industry growth by state, the study identified three positions to function as a proxy for the overall restaurant industry: chefs and head cooks, restaurant cooks, and food service managers. For each of these positions, long-term projections (2022-2032) were collected and supplemented with actual 2024 employment figures from the Bureau of Labor Statistics’ (BLS) Occupational Employment and Wage Statistics (OEWS) survey data.

U.S. States with the Fastest-Growing Culinary Industry

Southern and Western states lead the ranking, capturing four of the top five positions. Texas ranks first, combining massive scale with a strong combined projected growth rate of 24.8 percent. The state is also expected to add over 52K culinary positions by 2032, more than any other region. California follows closely with 51.2K new jobs. Together with Florida, Georgia, and Washington, the top five overall states are projected to account for more than half of the nation’s culinary job growth over the next decade.

Top 10 States by Projected Growth Rate

Utah stands out with a combined growth rate of 40.19 percent that far exceeds any other state. The state’s restaurant cook positions are projected to grow at 56.4 percent, chef positions by 35 percent and food service manager roles by 29.2 percent. This balanced, across-the-board growth suggests a culinary industry experiencing healthy, comprehensive expansion.

The Mountain West region dominates this category more broadly, with Wyoming (21.09 percent), New Mexico (30.22 percent), and Nevada (20.91 percent) all ranking in the top 10. Tennessee ranks third at 26.51 percent, making it the only Southern state to crack the top five in this category.

Top 10 States by Projected Absolute Growth

Texas and California are far in the lead in job creation, with each state projected to add more than 50K culinary positions by 2032. Other large states round out the top of the list: Florida ranks third with 25.8K new positions, followed by New York’s 21.1K and North Carolina’s 20.5K.

The top three states alone, Texas, California, and Florida, will add nearly 130K culinary jobs, almost 45 percent of all jobs created in this industry (despite those states making up about 28 percent of the nation’s population).

Top 10 States by Actual Growth 2022-2024

Washington leads the actual growth rankings, having added 5.8K culinary jobs in 2022-2024 against expectations of just 1.3K. This is a 348 percent overperformance, suggesting the state’s culinary market is accelerating far beyond initial projections. Pennsylvania similarly outperformed, adding 8,430 jobs when only 1,785 were projected through 2024.

Georgia is the only state that appears in both the high growth rate and outperforming projections top 10, suggesting it may offer the rare combination of strong momentum today and promising long-term prospects.

Tech Prioritization

With rising food and labor costs continuing to strain profits, restaurant leaders are prioritizing technology investments, including the Internet of Things (IoT), which are paying dividends to improve front-of-house experiences, according to MachineQ’s 2026 Restaurant Readiness: Ops Meets Tech Report, conducted by independent research firm Censuswide. 

The survey of more than 400 U.S.-based quick service and fast casual restaurant leaders reveals that nearly half (49 percent) of respondents experienced downtime due to equipment failure or unplanned maintenance. The report notes that 24 percent of respondents estimate revenue loss between $1,001 – $5,000 per hour of disruption. The report also shows that automating back-of-house functions, such as equipment monitoring, food safety tracking, and inventory management, are helping operators reduce waste and downtime, thereby helping to deliver a better guest experience. More than half of the respondents (58 percent) said they see the opportunity to benefit from technology and automation, with that number climbing to nearly 70 percent among those operating 50 or more restaurant locations.

Back-of-house automation is proving to be a critical lever — not just to help operators prevent costly downtime, but to help improve food safety, reduce waste, and give staff more time to focus on customers.

Technology Is Fueling Operational Efficiency and Guest Experience

The research highlights how technology adoption is transforming day-to-day restaurant operations:

• Operators identified food safety, supply chain reliability, and waste reduction as the top back-of-house improvements that most directly enhance front-of-house performance.

• 63 percent of respondents believe real-time visibility into energy and equipment usage would help reduce costs and support sustainability initiatives.

• Nearly nine in ten (86 percent) are already investing or plan to invest in IoT-based systems within the next two years to improve monitoring, automate compliance, and streamline multi-location management.

• 46 percent plan to increase technology budgets in the year ahead—outpacing planned spending increases for staffing, equipment, and menu expansion.

As restaurants adapt to inflation, staffing shortages, and tighter margins, the report underscores a growing focus on futureproofing operations. From predictive maintenance and temperature monitoring to waste reduction and sustainability tracking, operators see technology as key to maintaining safety, efficiency, and profitability in a competitive industry.

Challenges of Adopting New USDA Guidelines

The USDA’s updated dietary guidelines and reintroduced food pyramid, designed to curb consumption of highly processed and ultra-processed foods (UPFs), discourage the use of artificial flavors, dyes, and preservatives and encourage the intake of “more” real foods, arrives in a market where UPFs such as desserts, ready meals, and sweetened beverages—remain central to the everyday American diet, says intelligence and productivity platform, GlobaData.

GlobalData’s 2025 Q1 consumer survey reveals that four out of ten (43.7 percent) US consumers are concerned about their intake of UPFs, and over half (58 percent) pay close attention to the ingredient lists and formulations of the products they buy.* This indicates that whilst US consumers are aware of the health concerns related to UPFs, they continue to buy these products regardless.

UPFs exist because they solve problems for both manufacturers and consumers in terms of providing a long shelf life, low production costs, and consistent quality in taste and texture for manufacturers, while providing consumers with the time saving convenience of ready-to-eat/quick-to-prepare, affordable meals, creating a win-win for both sides.

The convenience and variety of UPFs, combined with shoppers’ busy lifestyles, are driving the growth of UPF product subcategories in the US. According to GlobalData’s Market Analyzers, US prepared meals (meal kits, pizza, ready meals) grew from $33.8 billion in 2020 to $46.9 billion in 2025, registering a compound annual growth rate (CAGR) of 6.8 percent. During the same period, carbonated soft drinks registered a CAGR of 5.3 percent reaching $92.6 billion in the US.

Compared with the previous guidelines, the USDA’s recent announcement signals a shift toward US consumers eating “more” real foods and fewer ultra-processed foods, with the new food pyramid promoting the intake of protein and full-fat dairy, deprioritising grains, and calling for stricter limits on added sugar.

Do Super Bowl Ads Actually Drive QSR Foot Traffic?

Super Bowl ads are among the most expensive media buys of the year, but do they actually drive customers into stores? To answer that question, consumer insights platform Azira analyzed foot traffic patterns for major QSR brands that advertised during the Super Bowl 2025 broadcast, comparing in-store visitation before and after the game to determine whether big-game exposure translated into real-world results.

With 2025 Super Bowl ad spots selling for $7 million per 30 seconds (and $8 million in 2026), QSR brands like Dunkin’, Little Caesars, and Taco Bell made significant investments to reach one of the largest TV audiences of the year. The key question: did that visibility lead to a measurable lift in foot traffic, and if so, how long does that impact last?

While individual QSR brands may rotate in and out of Super Bowl advertising each year, the data shows that the Super Bowl itself remains a powerful driver of foot traffic. Brands that advertised during Super Bowl 2025 saw a measurable lift in store visits in the week following the game, underscoring the event’s ability to translate massive reach into real-world action. Whether or not the same QSRs return this year, the Super Bowl continues to stand out as a moment that can meaningfully move consumers from screen to store.

By comparing Azira’s U.S. foot traffic data from the week prior to Super Bowl 2025 with traffic levels for the week after the game, Azira identified clear post–Super Bowl shifts in QSR store visitation.

2025 Super Bowl Ad Effects on QSR (increased foot traffic):

Source: Azira Footfall Data, 2025

●  All three QSRs = +31 percent

●  Dunkin = +31 percent

●  Little Caesars = +35 percent

●  Taco Bell = +30 percent

The Thursday after the game (February 13) was the peak day for the Super Bowl ad impact across the QSR category, seeing a 48 percent increase.

The Dunkin Effect?

2025 Super Bowl Ad Effects on Dunkin Country: locations in CT, MA, ME, NH, RI and VT

● 22 percent increase in foot traffic regionally for the week after the game, below the national increase.

From Screen to Store: Do Super Bowl Ads Actually Drive QSR Foot Traffic?

● CT led the surge with a 30 percent increase, outperforming the regional average.

Chiefs are Hungrier than Birds

2025 Super Bowl Ad Effects on QSR locations

●  Chiefs Country, KS and MO – 36 percent increase in foot traffic for the week after the game

●  Birdland, NJ and PA – 28 percent increase in foot traffic for the week after the game

The Super Bowl Snacks Americans Love — and Absolutely Judge

A new survey from RotoGrinders reveals what Americans actually want on the table for Super Bowl Sunday — and where food choices influence how the host is judged.

The study surveyed 3,008 U.S. adults across all 50 states, analyzing favorite Super Bowl snacks, preferred dips, and whether game-day food affects social impressions.

Key findings:

• Buffalo wings are the top snack nationally and rank first in 36 states

• Pizza dominates in New York, New Hampshire, and parts of the Midwest

• Dip preferences vary sharply by region, led by buffalo chicken dip, queso, and French onion

• 38 percent of Americans say Super Bowl snacks affect their opinion of the host

• Only 20 percent say the food doesn’t matter at all

America’s Favorite Super Bowl Snacks

Buffalo wings lead most of the country, peaking in New Jersey, Georgia, South Carolina, Virginia, and Alabama.

Pizza ranks first in seven states — led by New York and New Hampshire — signaling a preference for convenience and familiarity.

Chips and dip dominate across parts of the Midwest and Mountain West, reflecting a more flexible, grazing-style spread.

America’s Go-To Super Bowl Dips

• Buffalo chicken dip leads nationally and across much of the Northeast and Rust Belt

• Queso tops the list in several central and southern states

• French onion dip remains strongest across New England and the Upper Midwest

In many states, dip preferences cluster closely together, suggesting variety matters more than a single standout choice.

Where Snacks Shape the Host’s Reputation

In some states, Super Bowl food carries real social weight. The highest shares of fans saying snacks affect how they judge the host were found in:

Other states — including Wisconsin, Alaska, Minnesota, and Nebraska — are far more relaxed, saying snacks are noticed but not judged.

Super Bowl food isn’t just fuel — it’s part of the social contract. Most fans are paying attention to what’s on the table, even when they say they aren’t. Familiar staples dominate not because they’re exciting, but because they work.

Key Findings Nationwide

Top Super Bowl snacks (U.S.)

• Buffalo wings — 26 percent

• Pizza — 17 percent

• Chips & dip — 16 percent

• Nachos — 8 percent

• Cheese / charcuterie — 3 percent

• Potato skins — 1 percent

Top dips (U.S.)

Host judgment (U.S.)

• Strongly affects: 18 percent

• Somewhat affects: 34 percent

• Total influence: 52 percent

• Notice but don’t judge: 30 percent

• Doesn’t matter: 10 percent

Valentine’s Day Trends

DoorDash dove into millions of orders to uncover exactly how America is celebrating, and 2025 data proves that Valentine’s Day has evolved into a celebration of love in every form.

● Procrastination is the new tradition: +80 percent of flower orders were placed on Valentine’s Day.

● V-Day was also the #1 day for condom orders, with spikes in lubricant (+95 percent) and vibrators (+60 percent).

● Valentine’s Day was the #1 day of 2025 for premium restaurant orders like lobster (+160 percent), scallops (+100 percent), and oysters (+100 percent).

● Nevada leads as the most intimate state, while Delaware tops the charts for romantic gifting

Five-Star Dining, Delivered or Reserved

For the homebodies, we have officially entered the era of recreating the five-star experience at home. With delivery volume spiking +20 percent above the daily average, the data proves couples love luxury in the comfort of their own homes. In fact, Valentine’s Day was the #1 day of the entire year for premium restaurant orders, including:

● Lobsters (+160 percent)

● Scallops (+100 percent)

● Steak (+90 percent)

● Oysters (+100 percent)

● Sushi (+100 percent)

Meanwhile, home chefs turned dinner into a hands-on date night. Grocery delivery orders jumped +60 percent higher on Valentine’s Day than an average day (up +55 percent year-over-year). The surge in complex luxury ingredients like lobster (+510 percent), scallops (+150 percent), and steak (+90 percent), proves that a DIY cooking date, paired with a bottle of wine (+75 percent), is the perfect recipe for romance.

Orders from grocery, liquor, retail, and convenience store partners revealed that Valentine’s Day carts aren’t just for meal prep – they’re for mood prep. Beyond the expected demand for chocolate (+260 percent), carts were filled with aphrodisiacs and bubbles designed to ignite the passion, including Rosé Champagne (+190 percent), Prosecco (+120 percent), and oysters (+50 percent).

Dining Out as Luxury

A new study from payment processor Kurv reveals how dining out has become the top “luxury” spend for Americans, even as debt anxiety grows and expectations for speed, convenience, and payment flexibility rise. 

Here’s what stood out for Valentine’s Day diners and restaurants:

• Dining out is a luxury of choice: Over two in five Americans have gone into credit card debt to dine out, and it ranks as the top luxury spending category in 64 percent of states.

• Despite debt, dining out is still a priority: In states with the highest median incomes, spending on high-end dining over $100 saw a notable 14 percent increase between 2024 and 2025.

• Younger generations lead the way: Gen Z diners are 24 percent more likely than older Americans to use their credit cards for dining at restaurants.

• Payment friction can kill the mood: one in four say they avoid establishments that don’t offer tap to pay, a critical miss for fast-casual, bars, and busy full-service restaurants.

Top Guest Engagement Trends

Paytronix published the 2026 Paytronix Trends & Predictions report, which explores the 10 trends that will drive guest engagement in the coming year. 

Top 2026 Trends at a Glance

1. Health-conscious guests will continue prioritizing personalized, wellness-focused experiences.

2. Value is now measured by experience, not price, with many demographics reducing visits due to price increases.

3. Millennials and Gen Zers demand mobile-first, gamified experiences, while older generations seek digital convenience.

4. AI will increasingly drive personalized offers and operational optimization.

5. A robust brand cybersecurity program is the bare minimum for maintaining trust.

6. Cloud kitchens (e.g., virtual, dark, and ghost kitchens) and similar hybrid models will redefine food service.

7. Cross-brand loyalty partnerships will boost engagement.

8. Restaurant and convenience store subscription models will become more common, increasing both revenue and loyalty.

9. Omnichannel experiences are now a must-have. Brands that don’t offer them will go unnoticed.

10. Texture-focused dining experiences will gain popularity, highlighting both food texture and overall sensory engagement.

Has U.S. Calorie Consumption Peaked?

New analysis from global strategy consultancy L.E.K. Consulting indicates that the U.S. may have reached “peak calorie,” with total caloric consumption expected to remain flat over the next decade. For manufacturers and investors across the food and beverage industry, volume tailwinds that once lifted the industry are fading, and growth will increasingly depend on differentiated value creation.

L.E.K.’s analysis found that while aggregate caloric intake grew about 0.7 percent annually over the past 25 years, multiple forces now point to a plateau. In scenario modeling for 2025 to 2035, caloric growth ranges from approximately -0.3 percent to +0.3 percent per year. That’s due to the rising use of appetite-suppressing GLP-1 medications – which has more than doubled from 2024 to 2025 – as well as demographic shifts in the U.S., including population deceleration and declining birth rates.

L.E.K. identified several imperatives for food and beverage manufacturers, investors and CPG leaders:

• Activate revenue growth management (RGM) levers. Refining price-pack architecture, improving trade efficiency and managing product mix will be central to maintaining margins as consumption slows. Rethinking route-to-market to meet consumers where they are and ensuring omnichannel distribution will also be critical. Winning with Amazon, Walmart.com, and Instacart will be essential.

• Find and scale pockets of true demand. Identify pockets of volume growth early – by category and channel – and act decisively to capture them. Innovation can target GLP-1 consumer needs and modernizing underdeveloped categories can unlock growth. With smaller brands regaining share, sharpen market sensing across measured and unmeasured channels.

• Simplify to grow through supply chain optimization. Stamping out complexity across the supply chain, in conjunction with commercial priorities, can improve service and speed while advancing profitability goals. Best-in-class teams connect commercial and supply chain through a repeatable process to execute priorities and drive the bottom line.

Operational excellence will also play a role in determining future market winners in a flat-volume environment where cost position is a strategic advantage, according to L.E.K.’s analysis. Companies that build best-in-class procurement, manufacturing and supply chain capabilities can protect margins while improving service and speed – and reinvest those gains in targeted innovation and selective M&A.

Where’s the Best Food?

The best food is found in California, according to new research.  

A survey of 5,000 Americans split evenly by state explored sentiments about homemade dishes nationwide, finding that New York, Texas, Louisiana and Florida rounded out the top five states ranked on best cuisine.

And above all, Louisianans know they’ve got it, expressing the most confidence in their state having the best cuisine (94 percent).

On the other hand, several states left respondents unimpressed with their cuisine: Delaware, Indiana, Montana, Nebraska, New Hampshire, North and South Dakota, Utah, Vermont, West Virginia and Wyoming.

Respondents were asked to choose a flavor or dish that best represents their state; some stayed iconic like New York’s pizza, California’s authentic Mexican food and Texas’ barbecue.

On the other hand, some of the states proved to be culinary geniuses in their own right, with New Hampshire boasting their apple cider donuts. Respondents from Utah took pride in their love for “fry sauce” and Ohio residents ecstatically trademark their “buckeyes.”

Although Americans have spoken about where their favorite cuisine is found, perhaps the best cooks come from hidden gems like Montana (77 percent) and Wyoming (76 percent), as these states have the highest average of better-quality homemade meals than purchased ones.

Conducted by Talker Research for HelloFresh, the survey found that food is forefront for many, which is why Americans are making it a high priority to create and uphold traditions of cooking with their loved ones in 2026 (37 percent).

Thinking about the flavors of their state, 69 percent feel a sense of pride when preparing traditional recipes. These are so near and dear to respondents, that 53 percent make an effort to record or document traditional recipes.

In fact, six in 10 said 2026 will be the “year of the kitchen” for them (62 percent), especially those from New York (76 percent), South Carolina (73 percent) and Alabama (72 percent).

For half of respondents, that means prioritizing traditions of eating with their loved ones in 2026 (52 percent).

Currently, the average American cooks 12 meals at home a week: three breakfasts, four lunches and five dinners.

Of these meals, the average person cooks just two meals a week with others, and eats only four of them with others.

Looking at time spent in the kitchen, the average American spends about 67 minutes a day at the stove — nearly 410 hours a year, or about 17 days.

Although they take time and effort, meals are rarely enjoyed for all that goes into them. Thirty percent of Americans rarely or never have breakfast undistracted, with a similar percentage saying the same about lunch (28 percent) and dinner (21 percent).

Of all the states, Minnesotans are least likely to have distraction-free meals, while respondents in New York focus the most on their meals.

New Yorkers also spend the most time eating (52 minutes a day) and those from Arkansas eat the fastest (41 minutes a day).

Veganuary as Opportunity

\Veganuary offers growth opportunity as meat‑eaters try plant‑based foods, says GlobalData.Many people see January as an opportunity to adopt healthier routines or try something new. A popular resolution for many consumers is Veganuary, a campaign co-founded by Matthew Glover and Jane Land in 2013 that challenges participants to follow a vegan diet for 31 days. Veganuary’s appeal is partly driven by its time-limited format, which lets shoppers try plant-based alternatives without a permanent commitment. According to Veganuary, 25.8 million people worldwide took part in 2025. As such, January offers a key window for brands to reach consumers who may not otherwise consider plant-based products, says GlobalData/

Health a leading reason to try plant-based foods

According to GlobalData’s Q1 2025, consumer research, the leading reason consumers trial a plant-based diet is health, with 46 percent of consumers saying they perceive plant-based alternatives to be healthier. Environmental concerns follow, with 39 percent of consumers agreeing that plant-based alternatives are more sustainable. This signals consumer demand for products that clearly highlight functional health benefits and make clear their positive impact on the environment.

However, reservations about these products persist, despite a significant number of consumers considering plant-based an essential (18 percent) or nice-to-have attribute (40 percent), according to GlobalData’s Q4 2025 global consumer survey.

Consumer reservations surrounding taste remain 

Taste emerged as a leading concern in GlobalData’s Q1 2025 global consumer survey, with 31 percent of consumers stating that they are put off trying plant-based foods because they expect not to like the flavor. This was followed by cost, with 22 percent of consumers agreeing that plant-based alternatives are too expensive. This suggests that plant-based brand innovation focused on taste, health, and better value are essential to appeal to a wider cohort of these consumers. 

Functional innovation

French plant-based brand La Vie is capitalizing on Veganuary with its “Pork Is Dead” campaign. The campaign appeals to consumers looking for more sustainable options, with the tagline, “Great for Greta”, which refers to environmental activist Greta Thunberg. The brand also launched a new product in the UK alongside the campaign, La Vie Salami Sticks. The product is positioned to appeal to consumers seeking functional ingredients, with 27g protein labelled clearly on the packaging. 

Disinterest in Alcohol

Six in 10 Americans have become more disinterested in alcohol since first trying it — a transition that starts, on average, at age 32.

A survey of 2,000 American adults, aged 21 and older, revealed that 61 percent of those surveyed have experienced a decreased interest in consuming alcohol since first trying it — especially Gen Z (63 percent).

Consuming alcohol is less of an interest for these younger respondents, who are also the likeliest to pave the way by deviating from social norms (28 percent) and setting new trends (31 percent).

This might explain why Gen Z respondents are moving away from alcohol at an earlier age than other generations: by 23, they’re already experiencing a decline in wanting to drink, compared to baby boomers, who said their disinterest didn’t start until they hit 44, on average.

Conducted by Talker Research for Señorita, the survey found some respondents have even stronger opinions about alcohol. For those who have become less interested in drinking alcohol, generally, it’s due to health and wellness factors.

Four in 10 of these respondents said a desire to improve their health was the reason for their declining interest in alcohol, while 36 percent said it was a result of disliking hangovers.

A fifth (21 percent) of Gen Z respondents also said they prefer non-alcoholic alternatives, leading to them drinking less.

But no matter their age, a third of respondents said that drinking alcohol doesn’t appeal to them at all (34 percent), but 63 percent understand why it does to others.

The survey looked at what’s “in” and what’s “out” in 2026. A fifth of respondents (18 percent) said drinking alcohol is “out.” That’s in addition to wearing overly tight (22 percent) or baggy (21 percent) clothing and oversharing (20 percent).

On the other hand, what’s “in” included solo time (23 percent), with many respondents favoring solo travel (19 percent). Bold colors (20 percent), remote work culture (19 percent) and THC drinks (18 percent) were also considered “in” across all generations.

With many Americans highlighting THC as “in” and alcohol as “out” for 2026, the survey delved further into respondents’ thoughts on THC.

Nearly half of Americans think THC products should be as socially normalized as alcohol-based products (48 percent); Gen Z (51 percent) and millennials (60 percent) are especially keen on this.

When asked about THC beverages, respondents who drink alcohol said they’d consider swapping their drink with a THC beverage instead.

Not only that, but when asked to select a preferred method of using a THC-based product, respondents were more likely to choose a THC beverage (33 percent) over smoking marijuana (28 percent).

Data revealed that 30 percent of respondents are familiar with the term “California sober” — a lifestyle choice that describes abstaining from drinking alcohol, but consuming marijuana. Thirty-four percent identify as “California sober,” with Gen Z leading the pack (48 percent).

Dry January Savings

Dry January is coming to an end, and many people might wonder whether giving up alcohol really pays off, and if it’s worth continuing beyond January. 

For those, who never stopped socializing at bars and restaurants, financial incentives might be different. 

Recent research from InvestorsObserver reveals that switching to non-alcoholic drinks at bars saves an average of just $6 per night across America’s 15 largest metros – and in some cities, the savings are practically nonexistent.

That said, saving $1,000 after switching from alcohol to non-alcoholic beverages is still possible, only the time frame varies a lot:

• Los Angeles residents can hit $1,000 in sober bar savings fastest – in just 2 years,

• Atlanta residents take the longest to save $1,000 on non-alcoholic nights out – 15 years.

Meat and Dairy Consumption Trends

As the meat and dairy industries look ahead to 2026, expectations, market pressures, and how shoppers make decisions continue to evolve. From rising wellness priorities to the shift toward AI-driven discovery, the protein landscape is entering a year that will require sharper focus and faster adaptation across the value chain.

To help the industry prepare, Midan Marketing has released its annual forecast, Top 10 Meat and Dairy Industry Trends to Watch in 2026. The outlook draws on continuous consumer tracking, marketplace evaluation, and year-round analysis to identify the forces most likely to shape growth in the year ahead. New for 2026, the report incorporates expanded insights for the dairy industry as well.

The Shifts Reshaping How Meat and Dairy Compete in 2026 

The trends highlighted below represent a selection of the most influential forces shaping the year ahead. The full report explores all ten trends in greater depth.

• Sustainability Moves from Differentiator to Expectation
  Sustainability is no longer something brands use to stand out. Transparency, clear claims, and visible progress across the supply chain are now expected, with factors such as methane reduction, carbon tracking, responsible sourcing, and supply chain transparency increasingly influencing how meat and dairy products are evaluated.
   

• Food as Medicine: Protein Powers America’s Health Revival
  As Americans focus on strength, longevity, and wellness, protein-rich foods are gaining recognition for their role in supporting physical and metabolic health. Meat continues to play a central role, with dairy also contributing protein and nutrition that support health-focused eating patterns.
   

• Dairy Production Increases as Consumer Demand Grows for Hybrid Products
  U.S. milk production is expected to rise modestly in 2026, contributing to more stable supply conditions. At the same time, consumer demand for plant-based and hybrid dairy products continues to influence innovation, driven by health, nutrition, taste, and functionality. Brands are responding by balancing traditional dairy production with new formats designed to meet evolving consumer preferences.
   

• Beef Prices Surge as Supply Shrinks, Creating Opportunities Across the Meat Case
  Beef supply constraints are expected to continue into 2026, keeping prices elevated and creating ripple effects across the meat case. Beef on dairy programs are helping address supply challenges by optimizing dairy calves for high-quality beef production. With beef prices where they are, other proteins including pork, poultry, and lamb have the opportunity to step in and deliver on taste and value.
   

• Goodbye Google, the Consumer Journey Starts with AI
  Search and shopping behaviors are shifting as more consumers turn to generative AI for meal ideas, product comparisons, and recommendations. For meat and dairy brands, clear product information, accurate nutrition data, and consistent digital presence are becoming increasingly important as AI reshapes how products are discovered and chosen.

Event Trends

As the US events and hospitality industry looks ahead to 2026, success will no longer be defined by size, standardized packages or traditional meeting formats. According to new predictions from event discovery and booking platform Tagvenue, the market is shifting decisively toward experience-led events, wellness-focused venues and clearer communication of value.

Drawing on booking behavior across thousands of venues and insights from hospitality operators, Tagvenue forecasts that organizers in 2026 will prioritize meaning, flexibility and impact over scale – creating new opportunities for independent venues, creative spaces and wellness-led hotels across the US.

Smaller, experience-first events gain momentum

Tagvenue predicts a continued decline in large, formulaic corporate events, alongside growing demand for private celebrations, brand activations, offsites, content creation and experiential gatherings.

Independent venues are already seeing this shift play out. Operators report fewer traditional seasonal corporate functions, replaced by weddings, milestone celebrations, photoshoots, filming and brand-led experiences designed with storytelling and visual impact in mind.

As a result, Tagvenue believes smaller, character-driven venues are increasingly able to compete with large-scale event spaces by offering atmosphere, originality and a stronger sense of identity.

Wellness becomes core to meetings and offsites

Looking ahead to 2026, Tagvenue expects wellness to become a core pillar of corporate event planning in the US, particularly for leadership meetings, team offsites and multi-day retreats.

Hotels and venues set in natural environments, with access to wellness amenities and flexible indoor-outdoor spaces, are seeing growing interest from planners focused on productivity, creativity and balance.

From meeting rooms to memorable experiences

Standard meeting-room formats are also losing ground. Tagvenue notes a growing appetite for immersive, experience-first events that leave a lasting impression — whether through creative use of space, interactive programming or integrated team-building experiences.

Despite ongoing budget pressure, Tagvenue highlights that expectations around personalization and experience have never been higher. While organizations may be hosting fewer events, those they do plan are expected to feel more thoughtful, distinctive and impactful.

This has placed particular strain on independent venues, which are often expected to deliver premium experiences at compressed price points.

Sustainability becomes a baseline expectation

While sustainability may no longer be a headline booking driver, Tagvenue predicts it will be a baseline expectation across the US events industry.

Event organizers are under increasing pressure to demonstrate environmental responsibility and align venue choices with broader ESG commitments.

Tagvenue’s 2026 outlook

Looking ahead, Tagvenue believes the venues that succeed in 2026 will not necessarily be the biggest or the cheapest, but those that can clearly articulate who they are, what they offer and why they deliver value.

As demand continues to shift toward distinctive, experience-led and wellness-focused events, independent and characterful venues across the US are well positioned to thrive — provided they can communicate their identity and value with confidence.

GLP-1 Interest

A new survey from Sunlight.com finds strong interest in GLP-1 medications in pill form among overweight Americans. The January 2026 survey of 2,000 overweight U.S. adults examined GLP-1 use for weight loss, barriers to starting, reasons for discontinuation, and interest in switching from injectable medications to oral options.

Nearly half of overweight Americans (49 percent) report having taken a GLP-1 for weight loss. This includes 39 percent who say they are currently taking a GLP-1 and 10 percent who say they previously took one but stopped.

For non-users, injections are a key obstacle. Among those who have never taken a GLP-1 for weight loss, 30 percent say injections played a role in their decision not to start, and 11 percent say injections are the main reason they have not tried one.

Among past users who discontinued, injections also contribute. Twenty-two percent say injections were the main reason they stopped, and 30 percent say injections were one of the reasons. Cost and side effects were more commonly cited, however: 45 percent say cost was a factor and 41 percent cite side effects.

Among overweight Americans who are not currently taking a GLP-1, 42 percent say they are likely to start one in 2026. Nearly half (47 percent) say they would prefer a pill, compared with 24 percent who prefer injections, while the rest say they are unsure. When considering whether to start, the top factors are cost (70 percent), side effects (62 percent), and effectiveness (54 percent).

Interest in pills is also high among current users. Among people currently taking a GLP-1, 87 percent say they are interested in switching to a pill, including 59 percent who are very interested. Among those interested in switching, 43 percent say they have already taken steps to do so, including asking their doctor (62 percent), researching online (58 percent), and checking insurance coverage (57 percent).