Restaurants must make visits ‘worth it’ as consumers become more selective

Consumers aren’t going hungry, but becoming more deliberate about eating out.

Quick-service restaurant operators should focus on making every visit feel worthwhile rather than simply increasing portion sizes, as consumers become more selective about when and where they choose to eat out, according to new research by Vypr.

Speaking at the QSR Media UK Redcat Conference & Awards 2026, Adam Simpson, Lead Business Development Manager at Vypr, said consumer behaviour is shifting towards more deliberate eating habits, creating new challenges and opportunities for restaurant brands.

“The opportunity isn't necessarily to sell more food, it's to make every visit feel worth it,” Simpson said.

One in four UK adults are eating less than they previously did, whilst nearly half are cutting back on takeaways and more than a third are reducing how often they eat out.

However, Simpson said the trend should not be interpreted as consumers losing interest in QSR.

“What we're seeing isn't a population going hungry, it's a population becoming more deliberate,” Simpson said.

According to the research, many consumers reported they could comfortably eat more than they currently do but are consciously making decisions about portion sizes, visit frequency and when they feel an eating-out occasion is justified.

As a result, the role of QSR is changing.

“The customers arriving at your restaurant, they're not necessarily looking to solve hunger in a way that they once were,” Simpson said.

Instead, consumers increasingly view QSR visits as an occasion, reward or break from routine, with nearly a third of frequent fast-food customers saying the “treat or reward” feeling influences their purchasing decisions.

Simpson urged operators to rethink how they define value as expectations continue to rise. “One phrase that came through in the research was consumers wanting meals that felt worth the calories,” he said. “They're not rejecting the category, they're just simply raising the bar.”

The research also found that some consumers would accept smaller portions if the overall quality improved, whilst older consumers showed a stronger preference for quality over quantity.

Simpson also highlighted the use of GLP-1 weight-loss medications but noted that many of the behavioural shifts now being discussed predated the rise of the drugs with more than half of users still visiting fast food restaurants.