America’s once-loyal fast food fans are moving on and they’re not looking back.
According to Tillster’s 2025 Phygital Index Report, 33% of diners say their favourite restaurant changed in the past year. The main culprits for this are “better food” and “better value” elsewhere. As inflation bites and expectations rise, even longtime go-to spots are losing their edge with customers hungry for more and not just on their plates.
The annual report, based on a survey of 1,500 U.S. consumers who recently ordered from a QSR (quick-service restaurant), fast-food or fast-casual chain, paints a picture of a dining public that’s increasingly choosy, price-sensitive, and digitally demanding.
Value, but make it an experience
“Value” isn’t just about $5 combos anymore. Diners are looking for the full package, which includes smoother ordering, better service, and more enjoyable environments. And if they don’t get it, they’re gone.
Nearly half of respondents said they’re cutting back on how often they dine out, but they’re not cutting out restaurants entirely. Instead, they’re reallocating their budgets to brands that deliver.
Diners also want more control over how they order. For the third year in a row, demand for self-service kiosks is on the rise, with 61% of users saying they want to see more of them. That’s nearly double the percentage from 2023. Kiosks are winning fans with customisation, visual confirmations, and fewer awkward interactions as these are fast becoming a standard part of the dine-in and take-out experience.
C-stores are crashing the party
Adding insult to injury, convenience and grocery stores are making unexpected gains in the battle for quick bites. Nearly a quarter of diners said they’re visiting c-stores more often than they did a year ago, a bigger jump than traditional fast food or fast-casual spots.
And while robots may not be flipping burgers yet, AI is driving serious change at the drive-thru. 60% of diners and 67% of Gen Z now say they’re comfortable using voice AI when placing orders. For restaurants, it’s a double win: streamlined service for customers, and more time for staff to focus on food quality.
In an era of economic anxiety and sky-high expectations, loyalty is no longer guaranteed — it’s earned, every single visit.