Summer has always been a critical season for restaurants; this year presents a unique opportunity. According to research by the National Restaurant Association, travel demand remains strong, and consumers are actively seeking memorable dining experiences while they travel.
The challenge for operators isn’t whether people will be dining out – it’s how to position their restaurant to capture that demand.
For restaurant owners, the research points to several clear trends shaping where guests choose to spend their money this summer.
Showcase What Makes You Local
Travelers are increasingly seeking authentic local experiences rather than generic ones.
Many visitors actively prioritize local flavors and regional experiences when choosing where to dine on their vacation.
For independent restaurants, this is a significant advantage. Signature dishes, local ingredients, regional specialties, and a strong sense of place can become powerful differentiators.
Consider:
- Highlighting locally sourced ingredients on menus
- Creating seasonal dishes inspired by regional flavors
- Sharing the story behind your venue, neighborhood, or ingredients
- Partnering with local breweries, wineries, or producers
Visitors want stories they can’t experience at home, and restaurants that showcase their local identity are often best positioned to provide them.
Make Discovery Easy Before Guests Arrive
Travel behavior has changed dramatically over the past few years. Guests often decide where they’ll eat before they even reach a destination, using social media, online reviews, Google listings, and travel content to build itineraries in advance. The National Restaurant Association highlights the importance of aligning marketing efforts with evolving travel behavior and consumer expectations.
To capture those travelers:
- Keep your Google Business Profile updated
- Regularly post fresh food and drink photography
- Encourage guests to leave reviews
- Make menus easy to find online
- Clearly communicate what makes your venue different
Every photo, review, and online interaction influences whether a visitor chooses your venue over another.
Create Reasons to Visit Beyond a Meal
One of the biggest themes emerging from the research is that restaurants can no longer compete on food alone. Consumers increasingly choose venues that offer something memorable, whether that’s a distinctive atmosphere, live entertainment, special events, or a unique experience.
Examples include:
- Live music or local performers
- Trivia nights and themed events
- Seasonal tasting menus
- Outdoor dining experiences
- Interactive food and beverage presentations
The goal isn’t to entertain guests every minute. It’s to give them a reason to choose your venue over the dozens of alternatives available while they’re traveling.
Give Guests Something Worth Sharing
Summer travelers naturally document their experiences. Restaurants and bars that create shareable moments benefit from additional exposure long after guests leave.
That doesn’t require elaborate activations. Sometimes it’s as simple as a beautifully presented cocktail, a distinctive dessert, a scenic outdoor setting, or a personalized touch that surprises guests.
Some operators are also experimenting with personalized food and beverage presentations, including drinks printed with photos, messages, local landmarks, or branded designs using a Ripple Maker drink printer. These types of touches can help turn an ordinary order into a memorable moment that guests are more likely to photograph and share.
The Restaurants That Win Will Create Moments Worth Remembering
The biggest takeaway from this year’s travel and tourism research is simple: demand exists, but capturing it requires more than opening the doors.
The restaurants and bars best positioned for growth are those that make it easy for travelers to discover them, showcase what makes them unique, and create experiences guests want to talk about afterward.
As travelers continue to prioritize memorable experiences, the venues that focus on how guests feel, not just what they eat or drink, will be the ones that stand out this summer.
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