The National Restaurant Association projects that restaurant sales will reach $1.5 trillion by 2025, a promising outlook on paper. But growth won’t come easily. Elevated costs, tighter margins, and increased competition continue to define the landscape.
In 2024, over 60% of operators reported a drop in customer traffic. Nearly 40% said their restaurants weren’t profitable. In 2025, success will be driven by strategy, not circumstance.
That’s where the proper focus makes a difference. This year, three strategies are separating the top performers from the rest: Value, Visibility, and Velocity. Here’s how you can put them to work in your business.
Deliver Value: Smarter Promotions, Stronger Margins
Consumers remain highly price-sensitive, but discounting alone no longer drives loyalty or long-term profitability. According to the 2025 State of the Restaurant Industry Report, 95% of operators say that guests are more value-conscious than ever. Yet fewer than half of full-service restaurants plan to roll out new discounts this year. Why? Because value has to work on both sides of the table.
Instead of slashing prices, smart operators are getting strategic. Research shows diners often prefer bundled offers over simple percentage discounts because they feel more tangible and satisfying. And loyalty-based promotions continue to drive more repeat visits than general discounts, especially among younger diners, according to a Paytronix report. Meanwhile, tools like digital menus and QR codes enable restaurants to flex promotions in real-time, which is something Toast’s latest trends report says is a key driver of profitability.
The takeaway? Today’s value equation is less about cutting costs and more about delivering perceived worth at the right time. Operators who pair smart tech with thoughtful offers stay profitable without racing to the bottom.
Gain Visibility: Anticipate Issues Before They Escalate
Labor remains the most pressing operational challenge in 2025. According to SoundHound, 92 percent of operators reported increased labor costs over the past year, and nearly 90 percent expect that trend to continue. At the same time, only 36 percent say they are meeting their labor targets. Compounding the pressure, food and wage costs are now 30 percent higher than pre-pandemic levels, and 53 percent of operators are still carrying pandemic-era debt, according to the National Restaurant Association.
With limited margin for error, visibility into daily operations is no longer optional. Operators need insight at the shift level, by role, and across locations to identify performance issues early and prevent costly consequences. Consistent monitoring of labor performance enables faster adjustments, more efficient scheduling, and better resource allocation, ultimately helping to reduce waste before it impacts profitability.
In this environment, visibility is essential to staying ahead of disruptions. Operators who track the right metrics consistently are better equipped to make informed decisions, control labor costs, and sustain performance under pressure.
Increase Velocity: Act Faster, Operate Smarter
With 48 percent of operators anticipating increased competition in 2025, agility is becoming a competitive necessity. Nearly 29 percent plan to expand within the next year, signaling a rise in market activity, according to Toast. As operators prepare for growth, the ability to respond quickly to shifts in demand, labor, or inventory is more important than ever.
To keep pace, restaurants are accelerating their investment in technology. According to the National Restaurant Association, 73 percent of operators have increased their tech spend in the past year. PAR Technology’s 2025 QSR Operational Index highlights strong adoption of digital-first solutions, including kiosks and mobile ordering. Kiosk transactions rose by 27 percent year-over-year, and mobile orders increased by 21 percent, outpacing traditional channels in both volume and efficiency.
These tools do more than enhance convenience. By shifting routine tasks to guests, restaurants reduce labor strain, increase throughput, and improve order accuracy. With 78 percent of operators still reporting staffing challenges despite declining turnover, guest-led ordering and automation are becoming essential for speed, consistency, and cost control. In this environment, velocity means more than fast service; it reflects how quickly an operation can adapt and perform.
Conclusion: Strategy Sets the Pace for Growth
Strong sales projections are no guarantee of success. In 2025, operators must execute with clarity, consistency, and speed. Value, visibility, and velocity are not trends; they are the foundation of sustainable growth.
Forte supports this foundation by equipping multi-unit operators and finance teams with reporting, communication, and compliance tools designed to improve alignment, streamline operations, and enhance performance across all locations and shifts.
Want to see how leading brands are using Forte to move faster and operate smarter? Request a personalized demo.
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