Diner loyalty to restaurant brands is declining as customers place more weight on overall experience, according to Tillster’s 2026 Phygital Index Report.
Based on a survey of 2,144 diners in the US, the study found that 45% of respondents said their favourite restaurant had changed in the past year. The figure represents a steep rise from 2025, when roughly one-third of the diners reported such a change.
The research suggests that economic pressures are also influencing how people eat out. According to the report, around 69% of diners have either reduced or kept their dining-out budgets unchanged, leading them to be more selective about when and where they choose to visit restaurants.
While cost remains part of the decision, respondents said experience-related factors now play a larger role. Food quality (45%), convenience (44%) and speed (34%) were identified as the three main considerations when deciding where to dine.
The report also notes a gap between what diners prioritise and how many restaurant brands are currently pursuing growth and loyalty.
According to the findings, consumers are shifting some of their spending away from restaurants and towards convenience stores and grocery outlets, contributing to a more fragmented foodservice market.
Despite increased investment in loyalty programmes, the report says satisfaction with these schemes has declined. Around 28% of the respondents expressed their dissatisfaction with the loyalty programmes they belong to, up from 15% in 2025.
The study also found that diners now expect seamless and personalised interactions across all channels.
Tillster CEO Perse Faily said: “The findings from this year’s report point to a fundamental shift in the industry that we’re calling Restaurant 2.0.
“As consumers place greater emphasis on experience over price, brands have to move away from the ‘tech for tech’s sake’ mindset they’re operating in today.
“Restaurant 2.0 is defined by the ability to deliver seamless, consistent experiences across every physical and digital touchpoint, but operators still lack the interconnective systems to truly operate at the level diners expect.”
Tillster provides unified commerce solutions for QSR and fast-casual brands, with companies such as Burger King, Baskin-Robbins, Popeye’s and Porto’s among its client base.
