Consumers have clear priorities when choosing a restaurant. Here are their non-negotiables and how you can apply them if you own a business.
With the economic picture tighter than before, Puerto Ricans are still going out to eat, but they are doing so more carefully and with higher expectations. The most recent Estudio de Tendencias del Consumidor ASORE (EAT) 2025 shows that only 22% of the 1,000 respondents feel confident about their finances and have not cut spending, even though 83% consider going to restaurants an essential part of their routine.
Average monthly spending at restaurants holds steady at $633, just above the 2024 figure ($622). That stability reflects the social value of sharing a meal out, even as four in five respondents say they have changed their spending habits because of the economic situation and more than half acknowledge they would go out more often if they had more financial room.
"I think Puerto Ricans now consider going to a restaurant a necessity in their lives," Carlos Budet, president of ASORE, told Platea.
"Consumers are more focused on watching their spending. Sometimes they cut other expenses just to socialize at restaurants," said José Alfonso, president of The Research Office, when presenting the study, also pointing out that if the economy worsens, the sector could be seriously affected.
The challenge for restaurants is clear: how do you satisfy an increasingly demanding clientele while also building loyalty in an increasingly vulnerable economy? Alfonso distills this challenge into three key pillars: loyalty, experience and value. Each of these components holds both a weakness to overcome and a strategic opportunity for managers in the sector.
✍️ Takeaways for restaurant owners, based on the ASORE study presentation
1. Build loyalty: turn dependence into commitment
83% of consumers consider restaurants essential to their lifestyle.
"We have an opportunity at the level of consumer loyalty," Alfonso said during the presentation. "We have to build on the dependence that consumers in Puerto Rico have on restaurants despite their financial reality. Let's take advantage of that and give them excellent service. We need to capture that pent-up demand with the right incentives."
Loyalty, however, is fragile. 89% of consumers who have stopped visiting a restaurant cite "not meeting expectations" as an important factor. Poor service, small portions, low-quality food and a lack of flexibility in preparation follow closely.
For Alfonso, the lesson is clear: restaurants cannot afford complacency.
Recommendations according to the study
Take advantage of consumers' dependence on restaurants despite the financial situation.
Effectively capture the unmet desire consumers have.
Invest in robust loyalty programs and social media.
2. Create enjoyable experiences: impeccable service, satisfied customers
When asked to identify the most important factors for improving the restaurant experience, consumers rank cleanliness at the top. Staff competence ranks second, and the friendliness and welcoming attitude of staff ranks third.
These metrics translate into concrete actions, such as ensuring impeccable cleanliness and eliminating offensive behavior at all costs. The goal, as the analysis results make clear, is straightforward: "provide a pleasant experience for the customer, regardless of the type of restaurant," Alfonso said.
Recommendations according to the study
Ensure impeccable cleanliness.
Train staff adequately to consistently exceed expectations.
Leverage decisive and triggering factors to give consumers more solid reasons to choose you.
Avoid off-putting behavior that drives consumers away.
3. Offer value to the consumer
55% of diners surveyed prioritize price, while 45% place more value on the experience. "Restaurants that don't offer a clear value proposition and quality service are on borrowed time," Alfonso told Platea.
Specials and deals are necessary bets and ways to add value. They represent an opportunity, as 90% of consumers identify promotions, specials and discounts as decisive factors when choosing a restaurant.
Local products and dishes also represent an opportunity to add value. 81% of consumers said that the availability of locally sourced food would make them more likely to choose one restaurant over another.
Traditional Puerto Rican dishes carry similar weight. When asked about factors that influence their choice of quick-service restaurants, 57% of consumers cited "products identified with PR, part of our daily life."
Recommendations from the study
Recognize that it will continue to be an important driver and a critical part of the equation
Consider that value is essential for offsetting the perception of higher prices
Effectively guide price-focused consumers toward the experience
🔎 🚗 La ñapa: your business needs to be on delivery
apps. Delivery is cementing itself as a consumer phenomenon that business owners cannot ignore.
Nearly half of consumers on the Island have adopted digital food delivery platforms as part of their regular routine. 47% of Puerto Ricans used a delivery app in the past three months, marking a significant increase of seven percentage points over the previous year.
Meanwhile, 45% of those who use these apps place orders at least once a week, making this channel a permanent revenue stream for restaurants, cafes and food businesses.
This content was translated with the assistance of Artificial Intelligence (AI).
