OpenTable's Inaugural U.S. Restaurant Impact Report Reveals Why Restaurants Matter More Than Ever

Two U.S. surveys underpin the findings, covering 1,501 diners and 355 restaurant workers.

Rhea-AI Summary

OpenTable, part of Booking Holdings (BKNG), released its first U.S. Restaurant Impact Report on dining activity and restaurants' local role. At active U.S. restaurants on its platform, seated diners rose 11% year over year from July 1, 2025, to June 30, 2026. Average restaurant spending per person from online reservations rose 3% to $60 over the same comparison.

In a survey, 60% of diners said they spend money at neighboring businesses before or after a meal, spending an additional $138 on average. Another 88% said restaurants help build a sense of community. 28% said they had missed a reservation without cancelling at least once in the past year. Restaurant operators estimated that a no-show table for two costs $80 on average. The report also draws on a survey of restaurant workers.

Positive

• Minor pointSeated diners at active U.S. OpenTable restaurants rose 11% year over year from July 2025 through June 2026.
• Minor pointAverage restaurant spending per person from OpenTable reservations rose 3% year over year to $60.

Negative

• None.

Key Figures

U.S. dining growth: 11% Diners spending at neighboring businesses: 60% Additional neighboring-business spend: $138 +2 more

U.S. dining growth

11%

Year-over-year at OpenTable restaurants

Diners spending at neighboring businesses

60%

Before or after their restaurant meal

Additional neighboring-business spend

$138

Average spend before or after a restaurant meal

No-show impact on reservation behavior

47%

Diners said understanding the financial impact would make them more likely to honor or properly cancel

Estimated no-show cost

$80

Average cost to restaurant operators for a no-show table for two

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New research spotlights the impact restaurants have on local economies, communities and diners, and what it takes to help them thrive

SAN FRANCISCO, Sept. 29, 2026 /PRNewswire/ -- For more than 28 years, OpenTable has worked alongside restaurants to help them fill tables, connect with diners, and grow their businesses. Today, the global restaurant tech platform which seats 2 billion diners annually is putting restaurants in the spotlight with the release of its first U.S. Restaurant Impact Report: new research examining the vital role restaurants play in local economies, communities, and everyday life, and the role diners play in supporting the dining ecosystem.

With U.S. dining up 11% year-over-year¹ at OpenTable restaurants, that impact is only growing. Full tables can drive spending and foot traffic for surrounding businesses, support jobs, and create spaces where people celebrate, reconnect and become regulars.

Among the findings:

• Dining out has an economic ripple effect: 60% of diners spend money at neighboring businesses before or after their meal, spending an additional $138 on average. This rises to $171 on average for Gen Z and $158 for Millenials.² 
• Restaurants foster community and connection: 84% of diners say dining locally enhances their personal and social wellbeing, while 88% say restaurants are important to building a sense of community.²
• Supporting restaurants goes beyond the check: 47% of diners say understanding the financial impact of a no-show would make them more likely to honor or properly cancel a reservation.² Restaurant operators estimate a no-show table for two costs $80 on average.³

"Helping restaurants thrive is our number one mission at OpenTable, and this report underscores the often unseen value they bring to local neighborhoods," said Amy Wei, Chief Operations Officer of OpenTable. "We hope these insights celebrate the hard work of hospitality teams and remind diners of the vital role they play in keeping their favorite spots vibrant."

Restaurants Fuel Employment and Local Economies
According to the National Restaurant Association, total restaurant and foodservice sales are expected to reach a record 1.55 trillion this year, a 4.8% increase from 2025. These contributions fuel additional spending across the economy, pushing the sector's total economic impact to $3.7T (roughly 16% of real GDP) and supporting 23M jobs and $1.2T in labor income.⁴

According to OpenTable data from the past 12 months, diners spend an average of $60 per person on restaurant meals, up 3% year-over-year.¹ They also spend an average of $138 at neighboring businesses before or after their meal.²

Restaurants also create opportunities within their communities. More than half (51%) of restaurant workers say their restaurant hires young people without formal qualifications, 39% employ people with disabilities or neurodivergent people, and 19% employ refugees or recently arrived migrants.³

Restaurants Drive Community and Personal Wellbeing
Diners see their local restaurants as much more than places to eat: 43% describe them as somewhere to reconnect with friends and family, 32% say they are part of their weekly routine, and 31% call them a source of comfort.²

Nearly one in four call their local restaurant their "third place" outside of home and work, rising to 39% of Gen Z.² And those relationships are felt on both sides of the table: 81% of restaurant workers say they greet regulars by name, while 73% know their usual order.³

"Beyond just a meal, people dine out for a sense of belonging to a place and a story that is not theirs. For the comfort of being seen by strangers. And for the ease of eating without any of the burden of waste or cleaning that comes with cooking for ourselves at home," said Jason Hammel, Chef Owner of Lula Cafe and LouLou in Chicago.

Hospitality Works Both Ways
For restaurants, every reservation informs decisions behind the scenes, from staffing and food preparation to whether another diner can take the table. Yet while two-thirds (67%) of diners recognize that failing to show up can seriously harm a restaurant's business, 28% say they have missed a reservation without cancelling at least once in the past year.²

Restaurant workers say no-shows can mean turning away another booking (56%), absorbing staff costs (51%) and wasting food or stock (49%), underscoring how one empty table can have ripple effects across the business.³

OpenTable is working to make that relationship easier to navigate. Diners can quickly modify or cancel reservations when plans change and even direct message restaurants within the app. Restaurants can use tools including deposits and credit card holds, prepaid Experiences, automated confirmations and reminders, online waitlists and Notify Me to manage demand and minimize no-shows.

For diners, supporting restaurants can be as simple as showing up – or cancelling as soon as plans change. Because when a table is filled, the impact extends far beyond the restaurant, helping the people, businesses and neighborhoods around it thrive.

For expanded results and more findings, the full U.S. Restaurant Impact Report is available at https://www.opentable.com/restaurant-solutions/research/restaurant-impact-report/

Methodologies:

¹OpenTable Dining Data: OpenTable looked at seated diners and average spend per person from online reservations for all active restaurants on the OpenTable platform in the US from July 1, 2025 - June 30, 2026 and compared it to the same time period in 2024/2025 (July 2, 2024 - July 1, 2025). 

²Diner Consumer Research: An online survey was conducted by Ripple Research among 1501 US general consumers who dine out at restaurants, with major cities weighted at 250. Fieldwork was carried out between July 28, 2026 and August 4, 2026. All data was collected in accordance with MRS (Market Research Society) and ESOMAR guidelines, ensuring ethical standards and robust data quality.

³Restaurant Consumer Research: An online survey was conducted by Ripple Research among 355 US restaurant workers. Fieldwork was carried out between July 28, 2026 and August 4, 2026. All data was collected in accordance with MRS (Market Research Society) and ESOMAR guidelines, ensuring ethical standards and robust data quality.

⁴National Restaurant Association, State of the Restaurant Industry  2026

About OpenTable
OpenTable, a global leader in restaurant tech and part of Booking Holdings, Inc. (NASDAQ: BKNG), helps more than 70,000 restaurants worldwide fill 2 billion seats a year. OpenTable's world-class technology empowers restaurants to focus on what matters most – their team, their guests, and their bottom line – while enabling diners to discover and book the perfect restaurant for every occasion.

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SOURCE OpenTable, Inc.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

How did OpenTable measure the rise in U.S. dining?

OpenTable compared seated diners from online reservations at active U.S. restaurants from July 1, 2025, through June 30, 2026, with the period from July 2, 2024, through July 1, 2025. It used the same periods to compare average restaurant spending per person.

What did OpenTable's Restaurant Impact Report find about missed reservations?

47% of surveyed diners said understanding the financial impact of a no-show would make them more likely to honor or properly cancel a reservation. Among surveyed restaurant workers, 56% said no-shows can mean turning away another booking.