Value is a big piece of off-premises dining’s popularity play

Value has always been integral to the restaurant experience, and now it’s playing an important role for consumers ordering food to go, whether picking it up, going through the drive-thru, or having it delivered.

According to new National Restaurant Association research, nearly 75% of all restaurant traffic occurs off-premises. That means approximately 3 of 4 diners are ordering off-premises meals, and it’s become particularly essential to the lifestyles of Gen Zs and millennials, with nearly 6 in 10 of them ordering takeout or drive-thru meals weekly. 

Discounts are important, but so is quality…and convenience

The Association’s new report, Off-Premises Restaurant Trends 2025, highlights how off-premises dining is now a consumer preference and an essential business component. It also states that value is about more than just price. Customers indicate that while special deals and discounts are important to them, quality, convenience, speed of service, loyalty programs, and even the rollout of tech-enabled ordering and payment systems, are considered part of the value proposition. 

A lot of the popularity surrounding off-premises ordering is about the convenience it offers,” says Chad Moutray, the Association’s senior vice president of Research and chief economist. “Over the last several years, we’ve all gotten used to the convenience that takeout, delivery and drive-thru has afforded us, especially those of us with busy, hectic lifestyles. In addition, everyone is interested in saving or getting more for their money. That’s why restaurants that offer special deals, discounts, or loyalty options tend to see increased sales.” 

Here are five value options that off-prem customers say they enjoy and want more of:

1. Value deals: Many off-prem diners say they’d take advantage of buy-one-get-one specials, combo meals and for ordering during off-peak times.
2. Loyalty programs: Consumers enjoy enrolling in these membership programs to receive special deals, items, or discounts that aren’t typically offered to nonmember customers.
3. Convenience and speed: Off-premises customers say they not only value speed of service and shorter wait times, but also the availability of tech-enabled ordering and payment options that allow them to complete transactions quickly and efficiently including through their phones.
4. Food quality and better packaging: Customers say they not only expect the same quality of food as they’d receive on-premises, but also want it packaged effectively to maintain food temperature, prevent spills and protect against any type of tampering during transport.
5. Expanded offerings: Many say they’d buy bundled meals or meal kits if offered at the restaurants they frequent, especially if they go beyond the traditional menu options available. They also indicate they’re interested in alcohol-to-go beverages as well as limited-time offers.

Restaurant operators seeking to motivate off-premises customers to dine with them more frequently could also implement these five tips to increase traffic:

1. Offer specials or limited-time offers at reduced prices. This could consist of value/combo meals or buy-one-get-one items. 
2. Offer discounts or flexible specials during less busy days of the week or off-peak times of the day. 
3. Serve up discounted add-ons, like a drink or dessert, with the purchase of a regularly priced entrée.
4. Provide two different portion sizes for customers to choose from: a smaller-sized one at a reduced price, or a larger-sized one at the regular price.
5. Offer discounts for paying cash instead of with credit or debit cards.

Download the full report