The Restaurant Industry in Wisconsin
|
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. |
|
Take a look at this week's restaurant industry insights released by the National Restaurant Association:
Monthly Insights
The National Restaurant Association recently released their monthly Restaurant Economic Insights report reflecting November, 2025 data. According to the report, the Restaurant Performance Index (RPI) edged up in November, reflecting a modest improvement in operators’ outlooks for future sales. The RPI reached a neutral reading of 100.0, up from 99.8 in October, its highest level since June. Nevertheless, current conditions softened, with operators reporting weaker same-store sales and continued customer traffic declines.
|
••• AT A GLANCE •••
Note: Figures reflect October data and represent change from the previous month |
••• BY THE NUMBERS •••
|
Looking ahead, restaurant operators say they are cautiously optimistic about sales growth over the coming months. According to our survey, 41% of operators expect higher sales in 6 months, while 14% expect a sales decline.
The US economy continues to demonstrate surprising resilience, even though job growth slowed somewhat in recent months. Steady employment and wage growth have been key drivers of consumer spending, so any sustained weakness could weigh on economic activity. Labor market developments will be critical to watch as businesses adapt to evolving economic and policy dynamics.
The US economy continues to demonstrate surprising resilience, even though job growth slowed somewhat in recent months. Steady employment and wage growth have been key drivers of consumer spending, so any sustained weakness could weigh on economic activity. Labor market developments will be critical to watch as businesses adapt to evolving economic and policy dynamics.
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. |
|
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.
2025 State of the Restaurant Industry Report
In February, 2025, the National Restaurant Association released its 2024 State of the Restaurant Industry report. According to the report, opportunity and cautious optimism will drive restaurant industry growth in 2025. Consumers plan to continue spending in their local restaurants, pushing industry sales nationwide to a projected $1.5T, while restaurant operators will continue to fuel economic growth in their communities by adding a projected 200K jobs, bringing total industry employment to 15.9M.
Meeting customers’ wants and needs and creating an experience that keeps them coming back will be paramount to growth. Expanding the definition of value to include a dynamic mix of experience, innovation and affordability will create opportunity for higher traffic and greater loyalty. And a renewed focus on word-of-mouth recruitment tactics will help reinforce the drawing power and opportunity of industry careers.
The 2025 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.
Meeting customers’ wants and needs and creating an experience that keeps them coming back will be paramount to growth. Expanding the definition of value to include a dynamic mix of experience, innovation and affordability will create opportunity for higher traffic and greater loyalty. And a renewed focus on word-of-mouth recruitment tactics will help reinforce the drawing power and opportunity of industry careers.
The 2025 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
|
Facts at a Glance
|
