What's Happening?
Restaurant marketers are increasingly focusing on average order value (AOV) rather than just traffic volume to drive profitability. According to a report, more than 60% of restaurant operators experienced traffic declines in 2025, and 40% of consumers
are dining out less frequently. This shift is partly due to rising food costs and a margin crisis, with 42% of operators not profitable in 2025. The National Restaurant Association's 2026 report highlights that while traffic is down, higher-income diners continue to spend, creating a K-shaped economy in the restaurant sector. Restaurants are now targeting customers who are willing to spend more per visit, rather than just increasing foot traffic. DoorDash research indicates that online ordering can increase spending, with 60% of consumers likely to make impulse buys. This has led to the development of strategies like DoorDash's Average Ticket Size Targeting, which allows advertisers to reach customers based on their historical spending behavior.
Why It's Important?
The focus on AOV over traffic volume represents a significant shift in restaurant marketing strategies. As the industry grapples with economic challenges, targeting high-value customers becomes crucial for maintaining profitability. This approach allows restaurants to maximize revenue from each customer, rather than relying on sheer volume, which is increasingly difficult to achieve. The strategy is particularly relevant in a K-shaped economy, where wealthier consumers continue to dine out while others cut back. By leveraging data-driven insights and targeting strategies, restaurants can better align their marketing efforts with consumer spending patterns, potentially leading to higher margins and more sustainable business models.
What's Next?
Restaurants are likely to continue refining their marketing strategies to focus on high-value customers. This may involve further investment in data analytics and targeted advertising platforms like DoorDash's Average Ticket Size Targeting. As the industry adapts to changing consumer behaviors, restaurants may also explore new ways to enhance the dining experience and encourage higher spending per visit. Additionally, there could be increased collaboration with delivery platforms to optimize online ordering processes and capitalize on impulse buying tendencies. The success of these strategies will depend on the ability to accurately identify and reach the right customer segments.
