Two quiet shifts that could steal, or win, your restaurant’s next customers

New data and recent industry results point to two important shifts that could materially change how restaurants win customers and protect margins, yet both are still flying under the radar for many operators. One is about how consumers are now choosing what to eat. The other is about where AI is actually working (and failing) in foodservice.

First: consumer nutrition priorities have flipped.

Search data shows that protein has overtaken both fat and carbohydrates as the dominant lens through which people judge what to eat. Retailers have moved fast - shelves are covered in protein messaging - but most restaurant menus still barely mention it. That creates a gap: customers are looking for one signal, while operators are communicating another. The opportunity isn’t changing dishes; it’s changing how we frame what we already serve.

Second: the AI race story most people believe is wrong.

US chains spent hundreds of millions on customer-facing AI -  voice ordering, personalisation, automation - and many of those bets stumbled. Meanwhile, UK operators - mostly by necessity, not strategy - focused more on operational and back-of-house tools. Ironically, that’s where AI is actually delivering real value today. But here’s the catch: most businesses still lack the clean, connected data that’s needed to benefit.

The uncomfortable takeaway: Customer attention has moved. Technology advantage is available. But neither will reward passive operators.

Read this week’s issue – it may change how you think about menu messaging and tech priorities going into the year.