The first half of the decade brought significant disruption to the foodservice industry, but the back half is showing some improvement. Total traffic dipped a scant -0.3% in 2025 compared to the prior year, with a 0.5% bump during the fourth quarter. While modest growth is expected to continue through this year, expansion will likely remain uneven across the industry.

As operators work to keep that momentum going, they can heed notable trends in consumer attitudes and behaviors. Circana’s new “Future of™ Foodservice” report reveals opportunities — and some surprising insights — as consumers toggle between their desire for satisfying fare, memorable experiences, convenient options, health and wellness, and value. 

In the House 

On-premises restaurant traffic has rebounded after pandemic-era declines. The solid performance of fast-casual restaurants underscores the appeal of enjoying meals in away- from-home settings.  At the same time, consumers who are looking for the most convenience possible are driving growth in delivery, which has accelerated across all dayparts. Based on its latest findings and expert analysis, Circana projects that both on-premises traffic and delivery will grow through 2028, outperforming carry-out and drive-thru visits.

Success with Sips and Swigs

Although data indicates that beverage servings at foodservice will decline overall, Circana forecasts that beverage-only visits will rise 2.3% by 2028. This movement is driven by innovation in both nutritional and indulgent options, such as modern sodas.

There’s an App for That 

More than a third (35%) of restaurant consumers report that they are ordering smaller portion sizes than normal. Circana’s research shows that 13 out of 16 appetizer categories are growing and that trajectory is set to continue. Over the next two years, appetizers, especially fried and Asian varieties, are expected to gain share, reflecting a shift toward smaller portions and shared plates.

In addition to appetizers, demand for smaller portions is evident in the acceleration of snack occasions. Circana predicts that afternoon snack traffic will edge up 2% over the next three years. 

Bird is the Word

Restaurant-goers may love their hamburgers, but sales are coming home to roost with poultry items. Chicken sandwiches, wings, and nuggets/strips will continue to grow, fueled by innovation and specialty chicken chain expansion. Circana anticipates that QSR chicken will outperform other subchannels, including QSR burger, pizza, and sandwich concepts, through 2028.

On the product launch side, chicken strips and wraps posted the largest servings uptick, at the expense of breaded chicken sandwiches and wings.

The Bigger Health and Wellness Picture

Consumers have often paid a premium for better-for-you offerings but are balancing their need for value with their desire for health and wellness. Future momentum will be strongest in areas where health and quality combine at an affordable price point. It’s important to note that consumers expect more than low prices, even as they emphasize value, and will increasingly prioritize higher-quality ingredients, nutritionally dense items, freshness, and transparency.

The full Future of™ Foodservice report is now available. Learn more here.

To get another serving of foodservice insights, listen to a Circana Unpacked podcast with David Portalatin, SVP and Industry Advisor, Food and Foodservice, for Circana.

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