Digital-First Dining Dominates: 73% of Restaurants Now Offer Online Ordering

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  Food and Wine on Sun, Nov 23rd, 2025 by Food & Wine
      Locale: UNITED STATES

2025 Restaurant Trends: What Food‑&‑Wine and Toast’s Latest Report Reveal

The 2025 Restaurant Trend Report, released this week by Toast—the POS‑platform giant that serves more than 100 000 restaurants worldwide—offers a forward‑looking snapshot of where the industry is headed. Food & Wine’s own coverage distills the report’s 400‑page white paper into a digestible set of take‑aways that span technology, sustainability, menu innovation, and consumer behavior. The trend data come from a robust survey of 1,500 restaurateurs across the United States, supplemented by POS transaction analytics from Toast’s network, and cross‑checked against the National Restaurant Association’s 2024 market review.

1. Digital‑First Dining Continues to Dominate

The report confirms that the pandemic‑accelerated shift to digital‑first dining is not a flash in the pan. Toast’s analytics show that 73 % of restaurants now offer some form of digital ordering—whether a custom app, an in‑store kiosk, or a third‑party integration—compared with 54 % in 2022. Delivery, in particular, is expected to grow by 12 % year‑over‑year, with contactless pickup and curbside service remaining top priorities for diners. The article notes that many chefs are now designing menus specifically for the delivery medium, with ingredients that survive transit without losing flavor or texture.

2. Personalization Powered by AI

Artificial intelligence is emerging as a key differentiator in the dining experience. Toast’s “Personalization Engine” pilot—tried by 28 % of participating restaurants—uses purchase history to suggest menu items, recommend wine pairings, and even send targeted promotional emails. Food & Wine highlights a case study from a Chicago brunch spot that reported a 15 % lift in repeat visits after launching AI‑driven “Breakfast Pairings” based on a customer’s past orders. According to the report, 52 % of restaurateurs plan to invest in AI tools this year, driven by the potential to streamline operations and increase average ticket size.

3. Plant‑Based and Functional Foods Are Here to Stay

The “Health and Wellness” section of the report underscores a sustained consumer pivot toward plant‑based, low‑carb, and functional foods. 67 % of surveyed diners indicated that they would eat out more if the menu featured a plant‑based option. In response, restaurants are expanding vegan sauces, protein‑rich legumes, and probiotic‑infused desserts. The article quotes Toast’s data that the plant‑based category now accounts for 26 % of all in‑restaurant sales—up from 14 % in 2021—while “functional” foods such as adaptogen‑infused teas and mushroom‑based sauces are gaining traction among health‑conscious diners.

4. Sustainability Is No Longer an Option

Sustainability is no longer a niche appeal; it’s a market imperative. Toast’s findings point to a dramatic rise in the use of biodegradable packaging, up from 34 % in 2022 to 48 % in 2024, and a corresponding decline in single‑use plastics. Restaurants are also curbing food waste through portion‑controlled menu items, up‑cycling trimmings into stocks, and partnering with local farmers for “farm‑to‑table” deliveries. The Food & Wine article cites a partnership between Toast and the Sustainable Restaurant Coalition, which offers a certification badge that restaurants can showcase on their digital menus to attract eco‑conscious guests.

5. Ghost Kitchens and Hybrid Models

Ghost kitchens—delivery‑only restaurants that operate out of shared commercial spaces—have grown from a niche experiment to a mainstream strategy. The report shows that 37 % of the surveyed restaurants have launched a ghost kitchen, with an average order volume of $1.5 million annually. The article notes that many of these setups use Toast’s cloud‑based POS to streamline ordering and inventory, allowing chefs to focus on menu innovation rather than front‑of‑house logistics. Hybrid models that combine dine‑in, takeout, and delivery within the same brand are especially popular, offering diners flexibility while maximizing revenue streams.

6. Experiential Dining and Immersion

While technology and sustainability dominate the headline trends, there is a clear counter‑current toward experiential dining. 48 % of respondents indicated that “immersive experiences—such as chef‑table nights, themed pop‑ups, or virtual‑reality kitchen tours—drive new customer acquisition.” Food & Wine highlights a Seattle bistro that launched a “Sunset Sushi” pop‑up featuring live music and a curated Japanese whiskey tasting, which reportedly increased foot traffic by 27 % during the two‑week launch.

7. Data‑Driven Menu Engineering

Menu optimization is becoming increasingly data‑driven. Restaurants are using Toast’s analytics dashboard to track item profitability, turnover, and customer preferences in real time. The article points out that 61 % of owners are actively adjusting menu prices and item offerings based on this data. A notable case study is a New York brunch spot that eliminated a low‑margin avocado toast variant in favor of a higher‑margin “Chia‑Berry Toast” with a 15 % price increase, boosting overall profit margin by 3 % in just three months.

8. Revenue Outlook

Despite the headwinds of inflation and supply chain disruptions, the report is optimistic about 2025’s financial outlook. Toast projects a 6.2 % increase in total restaurant revenue, driven primarily by higher delivery volumes (expected to account for 28 % of all orders) and a 5 % rise in average ticket size. The Food & Wine article quotes a Toast spokesperson who noted that “restaurants that have embraced digital, sustainable, and personalized experiences are positioned to capture the most share of the growing consumer demand for convenience and authenticity.”

9. Key Take‑Away Recommendations

1. Invest in Digital Infrastructure – A robust POS, mobile ordering, and delivery management platform are now essential.
2. Leverage AI for Personalization – Even small operators can pilot AI‑based recommendation engines to increase customer loyalty.
3. Prioritize Sustainability – From packaging to menu sourcing, eco‑friendly practices resonate with modern diners.
4. Explore Ghost Kitchens and Hybrid Models – Diversifying revenue streams can buffer against market volatility.
5. Commit to Data‑Driven Menu Engineering – Continuous menu analysis is critical for profitability.

Final Thoughts

Food & Wine’s roundup of the Toast Restaurant Trend Report 2025 paints a clear picture: restaurants that successfully blend technology, sustainability, and experiential value are set to thrive in a post‑pandemic world. While the data highlight quantifiable growth opportunities—particularly in delivery and AI personalization—there’s also a subtle reminder that dining is ultimately an experience. For restaurateurs looking to stay ahead, the message is straightforward: stay digital, stay green, stay personal, and most importantly, stay connected to the evolving palate of diners.