This year’s National Restaurant Association Show was packed with insight—and OpenTable was there to take it all in. Throughout the show, one message came through loud and clear: It’s not enough to keep up, you have to stand out. In the face of today’s economic uncertainty and rising competition, restaurants need to be sharper, smarter, and more intentional about how they serve and engage guests
Here is what caught our attention, and what you should be thinking about next.
AI is here to stay
At this year’s NRA Show, AI wasn’t just a buzzword – it stole the spotlight. Nearly every session touched on it, from streamlining back-of-house operations to powering smarter marketing and decision-making. AI is no longer about shiny tech demos, it’s about solving everyday pain points.
Voice AI platforms like PolyAI and Slang AI are taking over time-consuming phone reservations. Smart tools like POPMENU analyze guest behavior to recommend targeted offers. OpenTable’s partnership with OpenAI is helping restaurants get discovered and booked more effectively. Some sessions even showcased how AI can help predict peak ordering times and auto-adjust staffing levels. And yes, Coca-Cola’s AI-generated “brand personality’ reminded everyone that tech can bring fun, too.
The takeaway? It’s time to bring AI into your day-to-day operations. Automate tedious tasks and get time back to devote to things that AI can’t do, like delivering the human touch that guests want. AI won’t replace people, but it will replace outdated systems.
But here’s the key: Make sure you’re choosing technology partners that already offer smart AI integrations. The right tools will not only streamline your workflow but also evolve with your business, giving you a competitive edge today.
Sustainability is driving guest loyalty
This year’s sustainability conversation had more grit and less gloss. Operators weren’t talking about distant climate goals, they were getting honest about where things are hard and where real opportunities lie.
Packaging was a hot topic, with one speaker calling it “low-hanging fruit” as an easy change to reduce your carbon footprint. Food waste was another major theme with some restaurants reducing waste through better portion control, dynamic pricing, and inventory visibility. Big players like McDonald’s are narrowing broad sustainability missions into focused, attainable steps.
What are the next steps? Becoming more sustainable doesn’t happen overnight. Start with small, easy-to-accomplish changes like switching to eco-friendly packaging, composting, and getting creative with food waste. And don’t forget to tell guests about it – they care, and they appreciate your effort.
Innovation meets craveability
Innovation doesn’t have to mean high-tech. Sometimes, it’s just about giving people something they can’t stop thinking about.
This year, menu innovation was everywhere. If we had a dollar for every mention of “sauce,” we’d be rich – in every sense. From creative limited time offers to signature sauces and unique pairings, one thing was clear: craveability sells. It might not be a real word, but it was a very real theme.
Several speakers urged operators to find their “thing” – that signature item that drives repeat visits and becomes the centerpiece of your marketing. Think: “Could this go viral on a social media platform, like Tik-Tok?” and go from there.
Consider this: Innovation doesn’t mean an entire menu overhaul. Start with one out-of-the-box idea that sparks creativity, cravings, and conversation. Use these tips to create a restaurant menu from scratch.
Experiential dining is about value—not gimmicks
With many consumers tightening their wallets, they’re dining out more intentionally. They’re asking: “Is this worth my money?”
This is where true differentiation comes in. It’s not about being trendy, it’s about creating moments that are truly memorable. That could mean launching a late-night menu when no one else in the neighborhood is open. Or taking advantage of seasonal produce to create a tasting experience. If you can make dining out feel special again, your restaurant will stand out to guests.
Here’s the key: “Value” doesn’t mean cheap. It means memorable, meaningful, and worth every dollar. When experiences feel intentional, guests come back – and they spend more.
Final thoughts
If there’s one takeaway from NRA 2025, it’s this: meaningful progress is within reach. Whether it’s adding one smart tool, crafting one craveable new dish, or taking one small step toward sustainability, it all makes a difference.
Guests are paying closer attention than ever – and they’re rewarding the restaurants that show up with thought, purpose, and a bit of personality.
