The Pulse

The Pulse Survey Topline Results

The PULSE Wisconsin Hospitality Surveys are quick, focused, anonymous surveys conducted by the Wisconsin Restaurant Association to guide efforts to support and strengthen our industry.

NOTE: The Pulse Surveys were not conducted using random sampling methods necessary for statistical inference to a broader population.

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Impact of Federal Tax Relief for Tips and Overtime - June/July, 2026

Results from the June/July PULSE Survey indicate that the federal tax deductions for tips and overtime are beginning to influence employee behavior, particularly around shift selection and willingness to work additional hours. While most operators have not yet observed significant changes in hiring, retention, or other business metrics, it was noted that it may be too early to measure the full impact.

Overall, respondents view the policy as a positive step for employees, with the most noticeable effects centered on increased interest in high-tip and overtime opportunities.

Key Findings

It's still early. Most operators have not yet seen major changes in hiring, retention, or business operations, suggesting the full impact of the tax deductions may take time to emerge and become measurable.
Employees are pursuing higher earnings opportunities. Respondents report greater interest in high-tip shifts, additional hours, and overtime opportunities, helping some operators fill staffing needs more effectively.
Businesses remain largely unchanged. Most operators have not adjusted pricing or compensation structures, though some cite employee education as ongoing implementation considerations.

Looking Ahead
As the policy remains in effect and employees begin to realize its financial benefits, operators expect its longer-term impact on workforce recruitment, retention, and scheduling to become clearer.

The Importance of Sports Broadcasting in Restaurants and Bars - May, 2026

Live sports broadcasting is an important, though not universal, driver for hospitality venues, with an average importance score of 6 out of 10. Many businesses rely on game-day traffic, which can account for 10–25% or more of weekly revenue, making sports a meaningful contributor to overall performance. The NFL stands out as the top driver of foot traffic, with other major leagues like the NBA, MLB, and college sports also playing key roles in attracting customers.

However, rising costs, often exceeding $10,000 per month, are creating increasing pressure, particularly with the shift to per-capacity pricing. These higher expenses are forcing some venues to reconsider or scale back their sports offerings. At the same time, operational complexity is growing, as staff must manage multiple streaming platforms, apps, and devices, adding friction and sometimes leading to workaround solutions or selective content decisions.

Economic Outlook and Optimism for 2026 - April, 2026

Overall, survey responses point to a cautious and defensive industry mindset. Operators are prioritizing cost control and long‑term sustainability as ongoing financial pressures persist. Many respondents expect 2026 to be a challenging year, with the primary focus on maintaining operations rather than pursuing growth or expansion.

Average optimism score for the U.S. economy in 2026 is 4.27 out of 10, signaling generally low confidence and wide uncertainty among operators
Year‑to‑date 2026 revenue compared to 2025 is mixed, with a large share of respondents reporting flat or declining sales.
A clear majority expect profit margins to decrease by the end of 2026. Only a small share believe margins will remain steady or improve.
Most respondents report takeout and delivery volumes are about the same or slightly lower than this time last year. Among those seeing changes, direct ordering performs better than third‑party delivery apps, which are frequently cited as declining.
Local consumers are increasingly price‑sensitive, even in affluent areas.
Respondents report the top two concerns facing their business as: 1) rising food and wholesale costs and 2) broader economic conditions leading to reduced consumer spending power
Some operators plan to invest in loyalty/CRM programs, AI scheduling, or automation, but many report limited ability to invest due to cash flow constraints.

Minimum Wage - March, 2026

The March 2026 PULSE Survey highlights growing concern among restaurant operators over proposed minimum wage increases and changes to the tip credit. Many report a widening gap between rising labor costs and what customers are willing to pay.

Sustainability concerns are widespread: 67% say a $20/hour base wage is not sustainable, and many worry about losing the ability to maintain pay differences between entry-level and experienced staff.
Tip credit changes are a major pain point: 57% cite maintaining staffing levels as their top concern, while 77% fear losing servers if total earnings decline.
Operators are preparing difficult adjustments: 81% plan to increase menu prices, 79% expect to cut staff hours or shifts, and 45% may reduce operating hours. Over one-third are considering automation (QR codes/kiosks), and 38% say they may close entirely if these changes are enacted.

Bottom line: The sentiment is one of defensive survival. While there is an acknowledgment that wages are rising naturally due to market competition, there is a deep-seated fear that legislated, double-digit increases—particularly the elimination of the tip credit—will lead to higher consumer costs, reduced service quality, and a potential wave of business closures.

Credit Card Chargebacks - February, 2026

Respondents were asked if they have seen an increase in the number of chargebacks on orders that are picked up or delivered:

24% of respondents indicated that they have seen an increase
33% of respondents indicated that the number of chargebacks remained about the same
42% indicated that this is not applicable or they dont track this metric

Of the respondents who indicated they have seen an increase in the number of chargebacks on orders that are picked up or delivered (respondents were asked to choose all that apply):

22% indicated that they see chargebacks on orders delivered by their own employees
44% indicated that they see chargebacks on orders delivered by third party delivery companies
44% indicated that they see chargebacks on orders picked up by customers

Top Challenges for 2026 - January, 2026

Respondents ranked these challenges in this order or importance (1 being most important):

Labor costs
Wholesale food costs (including items subject to tariffs)
Wholesale non-food costs (including items subject to tariffs)
Affordable business insurance
Credit card processing fees
Customer traffic counts
Affordable health insurance for employees
Service charges/convenience fees
Delivery app fees

Many respondents also indicated that staffing/finding labor is also a challenge that they are facing.

Penny Shortage - December, 2025

Top line results from last month's PULSE Survey on the penny shortage:

23% of respondents indicated that it's not a big deal because most folks pay with cards or their phones
62% of respondents indicated that they have been able to get pennies, so it is not a problem yet
9% indicated of respondents indicated that it has had a huge impact and they are rounding to the nearest nickel
89% of respondents indicated that they have not yet had to communicate with consumers about the penny shortage

Tariffs & Holiday Outlook - November, 2025

70% of respondents indicated that they are experiencing higher prices due to tariffs
Respondents indicated that meat, produce, equipment, packaging, seafood & oils represent the most significant wholesale price increases due to tariffs
62% of respondents indicated that they have experienced supply chain delays or increased uncertainty in delivery scheduled as a result of new trade barriers or customs processes related to tariffs
47% of respondents indicated that they expect holiday traffic at their restaurant to be about the same as last year with 30% indicating that they expect holiday traffic to be lower and 23% indicating that they expect holiday traffic to be better
67% of respondents who host private parties/events indicated that they expect private parties/events to trend about the same as last year with 20% indicating that they expect private parties/events to trend lower than last year and 13% indicating that they expect private parties/events to trend better than last year

Credit Card Processing - October, 2025

99% of respondents indicated that their business accepts credit and/or debit cards
46% of respondents indicated that customer payments have shifted heavily toward credit/debit cards (30% indicated a slight shift toward credit/debit cards and 15% indicated this has remained the same, 8% indicated a slight shift toward cash and 2% indicated a heavy shift toward cash)
78% of respondents indicated that credit card fees (the percentage paid per transaction) have increased over the past five years

MAHA's Impact on Restaurant Menus/Operations - September, 2025

58% of respondents indicated that customers have asked about certain ingredients or foods served in their restaurant
According to those respondents, the types of foods that customers ask about included: 75% Seed oils (such as soybean, corn, canola or grapeseed); 50% Artificial dyes; 35% Preseratives/additives; 45% Highly processed grains, sugars and fats; 25% Other (including gluten, MSG, organic, GMO and organic)

Mid-Year Outlook - August, 2025

Overall Sales

16% of respondents indicated that overall sales are up, but mostly due to menu price increases
29% of respondents indicated that overall sales are up, even after taking into account menu price increases
19% of respondents indicated that overall sales are about the same
36% of respondents indicated that overall sales are down

Staffing

33% of respondents indicated that they are fully staffed
67% of respondents indicated that they are still looking to fill positions

Wages

80% of respondents indicated that they have increased wages in the past 12 months
20% of respondents indicated that they have not increased wages in the past 12 months

Optimism

30% of respondents indicated that they believe that they will have better sales for the next six months compared to last year
37% of respondents indicated that they believe that sales will be the same for the next six months compared to last year
34% of respondents indicated that they believe that sales will be lower for the next six months compared to last year

Alcohol Delivery - July, 2025

91.67% of businesses who completed the survey who currently have an alcohol license and currently offer delivery indicated that if delivery of alcohol were legal in Wisconsin they would add alcohol to their delivery menu
50% of businesses who completed the survey who currently offer delivery but do not have an alcohol license indicated that they would consider getting an alcohol license in order to add alcohol to their delivery menu

Road Construction - June, 2025

83% of respondents indicated that their business has been impacted by road construction in the past five years
83% of those impacted by road construction saw a sales decrease due to the road construction
Of those impacted by road constructions, 20% indicated that local or state government tried to mitigate the negative impact on their business

Cash & Credit Practices - May, 2025

Only 4% of respondents indicated that their business accepts only cash
Only 2% of respondents indicated that their business accepts only credit/debit
An overwhelming majority of respondents (94%) indicated that their business accepts cash and credit/debit
71% of respondents indicated that they accept mobile payments like Google Pay and/or Apple Pay
51% of respondents indicated that they accept checks from retail customers for payment

Hiring Challenges Pulse Survey - April, 2025
Difficulties hiring needed staff:

44% indicated that they are having difficulties hiring needed staff but it's getting better
28% indicated that they are having difficulties and it's as bad as it's ever been
17% indicated that they are able to find the people they need
11% indicated that they are fully staffed and not hiring

Spring/Summer staffing:
77% indicated that they plan to hire additional staff for Spring/Summer

For the respondents who indicated that they plan to hire additional staff this Spring/Summer, they indicated needing to fill the following positions (Note: multiple answers were allowed):

Server 66%
Chef/cook 51%
Bartender 40%
Dishwasher 31%
Host 23%
Busser 20%
Front of House Manager 14%
Back of House Manager 8%

Tariffs Pulse Survey - March, 2025
If food prices increase due to tariffs:

45.83% indicated that they would remove some menu items/ingredients and raise prices on others
31.25% indicated that they would raise prices only
14.5% indicated that they don't use a lot of products from the effected countries
6.25% indicated that they would reformulate menu items or remove items completely
2% specified an "other" response

Types of products most concerned about relating to tariffs:

Produce was by far the category mentioned the most
Others mentioned included: equipment, alcohol, disposables, grain, glassware, cheese, seafood & coffee beans

Bar Sales & Offerings Pulse Survey - February, 2025
Bar Sales

16% indicated that that they saw an increase in total bar sales over the last 12 months
9% said they saw an increase but it was due to the fact that they raised menu prices
36% indicated that sales were about the same
12% did not answer the question because they do not sell alcoholic beverages

Beverage Offerings

The majority of respondents (69%) indicated that they don't sell hemp derived THC canned drinks and don't intend to
Twelve percent indicated that they are selling hemp derived THC canned drinks and they are selling well
Thirty three percent of respondents indicated that they sell non-alcoholic beverages like craft mocktails, N/A wine or N/A beer and sales are increasing
Forty seven percent indicated that they sell non-alcoholic beverages like craft mocktails, N/A wine or N/A beer, but sales are flat

Biggest Challenges in 2025 Pulse Survey - January, 2025
The issues that our survey respondents identified as the top three challenges for their business in 2025 were:

Wholesale food costs
Labor costs
Credit card processing fees