Social media usage by operators spikes with TikTok usage doubling year over year

TORONTO & NEW YORK: Today, all-in-one restaurant management system, TouchBistro, releases its 2025 State of Restaurants Report. The annual report surveys 600 independent full-service restaurant (FSR) owners and operators from across the U.S., outlining the top challenges facing the industry, alongside the emerging trends shaping it.

The industry report reveals that 2024 was an “out of the ordinary” year for independents. While many operators struggled to keep expenses – particularly food and labor costs – under control, they also observed an increase in guest traffic and in profit margins, in part due to strong takeout and delivery sales. Key findings include:

• Operators report spending 34 per cent more on food costs compared to last year, on average
• 36 per cent observed customers tipping less in response to higher prices
• 82 per cent have seen an increase in takeout/delivery sales compared to last year
• 48 per cent now use TikTok to promote their restaurant (up from just 26 per cent in 2023)
• 49 per cent plan to add catering services in the coming year
• Almost 9-in-10 (89 per cent) feel positive about the use of AI in restaurants

Cash Flow Problems
Currently, 78 per cent of independent FSRs report carrying some debt, which is an increase from 68 per cent who said the same last year. While operators reported an uptick in visits this year, food and labor costs continue to eat into profits, which led many to turn to financing and loans.

Pain points include:

• Food Cost Inflation: More than a quarter (26 per cent) said that food costs have been their biggest source of financial strain this year. Eighteen per cent reported that higher food costs were the number one obstacle to growing their business right now.
• Labor Costs and Higher Wages: 99% of operators also reported spending more on labor this year compared to last year, partially fueled by rising minimum wage rates and the overall expectation of higher salaries. Despite the financial strain, reducing headcount was the least common strategy used to reduce labor costs.

One strategy for reducing costs has been the increased use of technology. Among full service operators, about half reported automating everyday business operations, with online ordering (57 percent) being the most common automation, followed by invoicing (54 per cent) and email marketing (53 per cent). Since implementing the technology, operators report seeing numerous benefits, including more efficient teams, more productive staff, and even an increase in sales.

AI usage has also skyrocketed, primarily in the back-of-house. Ninety-five per cent of those surveyed reported using some form of AI in their restaurant, with the most common being AI-assisted inventory management (35 per cent), AI menu optimization (35 per cent) and AI reservations/bookings (32 per cent).

“Technology offers numerous applications for operators, ranging from behind-the-scenes automation to customer-facing social media marketing. By strategically allocating resources to enhance their tech stack, operators can realize substantial returns on their investments,” said Samir Zabaneh, Chairman and CEO of TouchBistro. “This is particularly true in the back-of-house. More than one-third of operators reported that implementing automation resulted in increased efficiency for their back-of-house operations, which means they were able to reduce operational costs while still maintaining high levels of customer satisfaction.”

Digital-First Dining
Independent FSRs are also recognizing the importance of a strong online presence – from digital ordering platforms to social media. For Gen Z in particular, easy online ordering and the use of social media as a restaurant discovery tool have become the norm.

How operators are catering to their customers online:

• Off-Premise Sales on the Rise Ninety-nine per cent of operators use at least one online ordering platform, with 39 per cent offering a direct online ordering option. 25 per cent of operators also observed a significant increase in takeout/delivery in the past year, while 57 per cent said their off-premise sales had increased slightly.
• Social Media Experiences a Shake-Up: Almost all (99 per cent) of operators reported having at least one social media profile for their business. While Facebook is the most commonly used platform for restaurant marketing, TikTok has seen a massive spike in usage, with nearly half of operators (48 per cent) now using the platform, compared to just 26 per cent who said the same in 2023.
• Bringing Back Brand Loyalty: To keep customers coming back, operators are reframing the idea of value in their loyalty programs. 70 per cent now report sending personalized offers to customers, with the most common being offers based on selected preferences.

Looking Ahead
Among independent FSR operators surveyed, 90 per cent said they are optimistic about the future of their business. Based on the report’s findings, TouchBistro predicts the following trends and opportunities for 2025 and beyond:

The 2025 State of Restaurants Report can be downloaded for free HERE.

To learn more about TouchBistro, go to www.touchbistro.com.

About The State of Restaurants Report
TouchBistro partnered with research firm Maru/Matchbox to survey more than 600 full service restaurant owners, presidents, and area/general managers across all 50 states, with an added focus on eight key cities: New York City, Los Angeles, Chicago, Dallas, Houston, Austin, Denver, and Las Vegas. The research was conducted from June 27 to July 15, 2024. The statistically significant survey results are accurate 19 times out of 20.

About TouchBistro
TouchBistro is an all-in-one POS and restaurant management system that makes running a restaurant easier by providing essential front of house, back of house, and guest engagement solutions on one powerful platform. TouchBistro helps restaurateurs streamline and simplify their operations, increase sales, and deliver a great guest experience. For additional information, visit TouchBistro.com.

Fonte: Business Wire