OpenTable’s latest dining insights reveal growing demand for healthier options, mocktails, and casual dining. Use these trends to meet evolving diner tastes.
As the calendar flips to 2025, Americans are redefining their goals with fresh priorities. OpenTable’s latest research reveals what people are looking for this month and beyond: healthier food, creative mocktails, and affordable, casual dining experiences. For restaurants, these insights unlock exciting opportunities to connect with guests and stay ahead of the dining curve.
Here’s a closer look at what’s shaping people’s dining resolutions—and how to meet those preferences at your restaurant.
People want healthier dining options
Nearly half of Americans (49%) say eating healthier is their top resolution for 2025. Other priorities include trying a greater variety of cuisines (31%), supporting more local restaurants (29%), and dining out more often (21%).*
What you can do:
- Freshen up your menu: Add dishes that are veggie-forward and nutrient-packed. Use words like “fresh” or “balanced” to catch the eye of health-conscious diners. Make sure your offerings are updated on OpenTable, too—restaurants with menus on their OpenTable profile see 10% higher reservation rates.**
- Expand your variety: A few globally inspired dishes can appeal to adventurous eaters eager to explore new flavors.
- Go local: Showcase farm-to-table ingredients or partnerships with local businesses to attract diners who value community and sustainability.
The rise of the mocktail
From dry January participants to year-round sober curious, 48% of Americans are interested in drinking less alcohol in 2025. Additionally, 41% said they’re likely or very likely to order mocktails at restaurants, and over a third (32%) plan to consume more mocktails or low-alcohol drinks in the new year.*
This trend also highlights a broader cultural shift toward mindfulness around alcohol consumption. Ben’s Friends, an organization dedicated to supporting hospitality workers in recovery, has seen firsthand the impact of this shift. “Since its inception in 2016, Ben’s Friends has grown from hosting one meeting in Charleston to over 20 in-person meetings across the country and 10 weekly virtual meetings,” says Steve Palmer, Co-Founder of Ben’s Friends and Founder, Managing Partner, and Chief Vision Officer of Indigo Road Hospitality Group. “Organizations like ours not only help restaurant workers prioritize mental health, but also show how having well-cared-for employees leads to better-cared-for guests.”
What you can do:
- Appeal to all diners: Having a non-alcoholic drink menu allows for inclusivity among all diners.
- Make it fun and healthy: Use natural ingredients like herbs, citrus, and spices to add depth without relying on excess sugar.
- Pairings: Consider pairing zero-proof options with meals to provide a well-rounded experience for both health-conscious and sober-curious diners.
Offer support to restaurant staff: By embracing mindful drinking trends, restaurants can not only meet guest demand but also lead the way in creating a more inclusive and supportive culture within the industry.
Taking advantage of reservation availability
OpenTable research also revealed that 55% of Americans are likely or very likely to take advantage of peak-time reservations at popular restaurants during less busy months, like January.
What you can do:
- Capitalize on availability: Slower months offer a golden opportunity to attract diners who want a coveted experience without the usual competition for tables.
- Off-peak gems: Restaurants can highlight seasonal specials or prix fixe menus to make quieter months feel special.
- Bring guests back with email marketing campaigns: In just two clicks, launch an email campaign to past guests encouraging them to visit again.
Casual is key
More than half (57%) of Americans are looking for casual and affordable meals this month.
What you can do:
- Emphasize comfort and affordability: Offer shareable dishes and value-driven specials that balance quality with affordability.
- Create a relaxed atmosphere: Create a low-pressure, inviting environment where guests can feel comfortable and enjoy a leisurely meal. Delivering a low-pressure dining experience will help draw in diners during the early part of the year.
- Drive more bookings with Bonus Points: For those who need an extra nudge to book, consider offering Bonus Points to incentivize guests to dine at your restaurant.
Shaping a successful 2025
This year’s dining trends—healthier choices, inventive mocktails, and a preference for affordability—are your chance to connect with guests and stand out from the competition.
Want even more insights to keep your restaurant ahead? Check out our full 2025 dining trends here.
Methodology
*An online survey was conducted by PureSpectrum among 1500 US consumers. Within this sample, major cities have been weighed for direct comparison. The research fieldwork took place between 25-28 October, 2024.
**OpenTable looked at all restaurants globally on the OpenTable platform in July 2024.
