The Restaurant Industry in Wisconsin
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INDEPENDENT SPIRIT
Most restaurants are independently owned small businesses owned and operated by hardworking individuals and families who have a passion for providing good food and warm hospitality. TIGHT MARGINS Restaurant operators face many hurdles including extremely narrow margins, unpredictable food costs and being a highly labor-intensive industry. PROVIDING JOBS AND OPPORTUNITY Restaurants are a driving force in Wisconsin’s economy. They provide jobs and build careers for thousands of people. The restaurant industry is one of the largest private industry employers in Wisconsin and ranks among the fastest growing industries in the state. THE CORNERSTONES OF COMMUNITIES Restaurants are an important part of their communities, typically giving of their time and resources as leaders and supporters of a variety of causes to make a positive difference. |
BASIC STATS
Statistics provided by the National Restaurant Association For national restaurant industry stats, visit https://restaurant.org/research-and-media/research/industry-statistics/ Check our Press Releases section for results of the latest surveys of Wisconsin Restaurants. |
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Take a look at this week's restaurant industry insights released by the National Restaurant Association:
Monthly Insights
Restaurant operators continue to face rising costs, cautious consumers, and the war in Iran, all poised to further test the sector’s resilience. In addition, the prolonged volatility in fuel markets could keep input costs highly elevated, putting pressure on prices. This would force already budget‑constrained consumers to make tougher spending decisions and restaurant demand to soften.
Against that backdrop, it's unsurprising that operators identified sales and broader economic concerns as their top challenges in the latest National Restaurant Association tracking survey. Recent data on restaurant sales and employment were also weaker than anticipated. While extreme weather likely played a role, the results also reflected growing uncertainty about the near‑term outlook.
Even so, there were signs of improvement. The Restaurant Performance Index (RPI) increased for the second consecutive month in February, moving above 100 and into expansion territory for the first time in nine months (with two neutral readings during that span). Same-store sales and customer traffic picked up as well, offering some encouragement. Looking ahead, 42% of operators expect sales growth over the next six months, compared with 12% anticipating declines and 44% expecting no change. This suggests cautious optimism despite ongoing economic and geopolitical risks.
Against that backdrop, it's unsurprising that operators identified sales and broader economic concerns as their top challenges in the latest National Restaurant Association tracking survey. Recent data on restaurant sales and employment were also weaker than anticipated. While extreme weather likely played a role, the results also reflected growing uncertainty about the near‑term outlook.
Even so, there were signs of improvement. The Restaurant Performance Index (RPI) increased for the second consecutive month in February, moving above 100 and into expansion territory for the first time in nine months (with two neutral readings during that span). Same-store sales and customer traffic picked up as well, offering some encouragement. Looking ahead, 42% of operators expect sales growth over the next six months, compared with 12% anticipating declines and 44% expecting no change. This suggests cautious optimism despite ongoing economic and geopolitical risks.
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••• AT A GLANCE •••
Note: Figures reflect December/January data and represent change from the previous month |
••• BY THE NUMBERS •••
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We continue to anticipate stronger sales in 2026, supported by meaningful tailwinds, including new tax incentives for both consumers and businesses. Interest rates could also move lower later this year, though that will depend heavily on upcoming employment and inflation data.
What's Hot 2026 Culinary ForecastThe National Restaurant Association’s 2026 What’s Hot Culinary Forecast offers a sneak peek into the flavors and creative food items that will soon hit menus everywhere.
Operators seeking to satisfy customers who are craving comfort, hungry for adventure, and looking for value and quality, will find the answers they need in our new report. The report offers a deep dive into the trends and preferences consumers will want to explore. |
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Top 10 Overall Trends for 2026
- Local sourcing – Restaurants are deepening community ties by featuring ingredients from nearby farms and producers, emphasizing freshness, and sustainability.
- Comfort foods – Familiar classics like soups, stews and burgers offer diners a sense of nostalgia and emotional connection.
- Value menus and options – Operators are balancing creativity and cost by delivering satisfying meals that remain affordable for price-conscious diners.
- Smashed burgers – Blending retro appeal with customizable, high-flavor twists; this diner staple has reemerged as a social-media favorite.
- Clear menu labeling, icons, and cues – Simple visual indicators help diners make quick, informed choices about ingredients, calories and sustainability.
- Allergen-friendly menus – Restaurants are expanding inclusive options for guests with dietary restrictions, from gluten-free items to nut- and dairy-free dishes.
- Global comfort foods – Chefs are reinterpreting homestyle dishes from around the world, blending authenticity with local influence.
- “Cleaner” recipes with fewer additives and dyes – Consumers are prioritizing ingredient transparency, inspiring operators to include simpler, less-processed options.
- Proteins as add-ons – From smoothie bowls to pancakes, protein is becoming a customizable boost for both taste and nutrition.
- Compostable and reusable packaging – Eco-friendly materials are replacing single-use plastics as restaurants reduce waste and improve sustainability.
2026 State of the Restaurant Industry Report
Fueled by an increase in sales and strong pent-up demand to dine out, the restaurant industry is cautiously optimistic about 2026.
Consumer spending is expected to push industry sales to a projected $1.55T nationwide, with real (inflation-adjusted) gains of 1.3% projected. Moreover, the desire to visit restaurants as budgets allow will drive that growth.
Operators say they’ll add approximately 100K jobs, bringing total industry employment to 15.8M and fueling economic growth in their communities. They also say they’re looking to invest in more technology that boosts efficiency and strengthens guest connections.
The 2026 State of the Restaurant Industry report is free to Wisconsin Restaurant Association restaurateur members ($349 for non-members). WRA members wishing to access the report, need to log into the National Restaurant Association Store before downloading the report. There’s a login link in the bar at the top. If you experience difficulties accessing the report for free, email [email protected] to request to be linked to your company's membership record.
Consumer spending is expected to push industry sales to a projected $1.55T nationwide, with real (inflation-adjusted) gains of 1.3% projected. Moreover, the desire to visit restaurants as budgets allow will drive that growth.
Operators say they’ll add approximately 100K jobs, bringing total industry employment to 15.8M and fueling economic growth in their communities. They also say they’re looking to invest in more technology that boosts efficiency and strengthens guest connections.
The 2026 State of the Restaurant Industry report is free to Wisconsin Restaurant Association restaurateur members ($349 for non-members). WRA members wishing to access the report, need to log into the National Restaurant Association Store before downloading the report. There’s a login link in the bar at the top. If you experience difficulties accessing the report for free, email [email protected] to request to be linked to your company's membership record.
“Being a member gives me the comfort of knowing that WRA resources are available on almost every issue, problem or concern that I may face as a restaurant owner.”
– DAVID FLANNERY, OWNER APPLE HOLLER RESTAURANT, STURTEVANT
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Facts at a Glance
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