Returning Diners Spend $15.80 Less per Order Than First-Timers

Restaurants looking to boost average order value may want to look beyond their loyal customers.

New findings in this month’s edition of “The 2022 Restaurant Digital Divide: Turning First-Time Diners Into Loyal Customers,” based on a survey of more than 2,200 U.S. consumers, discovered that those who tend to try new restaurants spend more than those who settle on their go-to brands.

The study found that restaurant customers spend $35.20 on average on their first order at a new restaurant, well above the $19.40 that returning customers spend on average. This dip is particularly pronounced for quick-service restaurants (QSRs), for which the average ticket plummets from $25.20 for those making a first-time purchase to $13.40 for returning guests. Meanwhile, for full-service restaurants (FSRs), the average order value falls from $37.30 to $27.

These findings could indicate that, as consumers integrate a given restaurant into their regular routine, they may stick to the basics rather than splurge on a special treat every time. They could also suggest that those who are more adventurous in trying out new restaurants tend to be bigger spenders.

First-time diners are also more amenable to restaurants’ innovation attempts. The results of the survey indicated that returning customers often find themselves disappointed by restaurants’ digital offerings.

“Consumers with a propensity for new restaurants equate technology with better service,” the study found.

Specifically, 47% of first-time restaurant customers said they believe that foodservice technology improves the quality of the restaurant experience. Yet just 26% of consumers who had not tried a new place in the 30 days prior to being surveyed reported believing that tech boosts the experience, suggesting that those who keep coming back appear to grow frustrated with the technology.