Restaurant Spending Shifts Toward Drinks

Restaurant spending in the United States and Europe is expected to rise 3% in 2026, but the growth is being driven by more than prices. A shift in how people eat and drink is changing where and when they spend money, according to a new Circana report on foodservice trends.

The company, which tracks consumer behavior, said the biggest changes include more visits to restaurants for drinks only, a decline in the old pattern of fixed meal times, and growing demand for foods and beverages tied to health, energy and protein intake. In Italy, 15% of restaurant visits are now for beverages only, compared with a 14% average across Europe. In the United States, beverage-only visits have reached 45%, showing how far that market has moved toward what Circana calls the “Liquid Revolution.”

That trend is gaining ground in Europe as operators invest more in premium coffee, functional drinks and low- or no-alcohol options. Edurne Uranga, vice president for foodservice in Europe at Circana, said the next major wave will likely be modern soft drinks with added benefits such as magnesium or zinc, or claims linked to energy, focus and wellness. She said this could lead not just to new menu items inside existing businesses but also to new chains built entirely around beverage offerings, as has already happened in the United States.

Circana said restaurant demand is also becoming more spread out across the day. Lunch and dinner remain important, but visits are increasingly shifting to midmorning, brunch and midafternoon occasions, which are among the fastest-growing time slots. The company linked that change to healthier routines, more flexible work schedules and a broader habit of snacking throughout the day rather than relying on traditional meals.

Health-focused eating is also reshaping menus. In Italy, 43.4% of consumers follow some kind of specific diet, above the 40% European average. The most common is a high-protein diet, followed by other eating patterns tied to wellness goals. Circana said foods and drinks that support energy, immunity and weight management are among the fastest-growing categories.

Uranga said restaurants and brands need to rethink how they serve customers so that each euro spent feels worthwhile. She added that operators should simplify and adapt menus to fit local habits and different consumption moments if they want to stay relevant as the market keeps changing.