When eating out, Americans were more adventurous in 2025, according to a recent survey by POS company Toast, seeking out and trying new restaurants without abandoning their favorite go-to spots.
The blind survey of 1,466 U.S. adults, conducted October 9 through 15, 2025, found that 64% of guests said they tried a new restaurant in the past month—that’s a 25 percent point jump from just 39% who said the same in 2024. On average, surveyed respondents said they ordered from 3.3 different restaurants in the past month, up from 3.1 in 2024, a 6.5% increase.
According to Toast, the increase “signals a real shift in dining behavior, and it’s creating a real opportunity for restaurants that know how to get in front of new customers.”
So do you know how to get in front of them? How are they finding these new restaurants?
Not surprisingly, word of mouth is still king. Get your existing customers to brag on you, and they’ll send new customers your way. Word of mouth was the top discovery channel at 38%, followed by in-person discovery—that is, when a guest walks or drives past a location—at 30%.
After that, it’s mostly social media, with Facebook (27%), Instagram (15%), YouTube (15%), and TikTok (14%) all playing a role. TV ads and map apps each account for 18% of discovery, and search engine results come in at 16%.
No single digital channel dominates, but for Gen Z, TikTok is a monster. Thirty-eight percent of Gen Z survey respondents pointed to TikTok as their favorite restaurant discovery channel, surpassing all other platforms including word of mouth. “For Gen Z, social media isn’t just one channel among many,” Toast notes. “It’s the primary way they find new places to eat.”
Related: How to be a TikTok Top Dog: Experts Share Tips for the Red-Hot Platform
Not so for older generations—not yet, anyway. TikTok’s influence “drops off sharply” for Gen X and Baby Boomers, which means restaurant operators and marketers should “think carefully about which audiences they’re reaching on which platforms….Restaurants targeting younger diners should prioritize TikTok, while those serving older demographics may see better results from traditional channels.”
Additionally, the survey found that urban diners are more likely to turn to social media for restaurant discovery, while suburban diners rely more on word of mouth and physical location. “Neighbors talk, and a new sign on Main Street still turns heads” in the suburbs.
Finally, what are the factors that bring customers into your pizzeria once they’ve learned about it? Here’s what the survey found:
- Price/value: 55%
- Food quality: 51%
- Menu variety: 43%
- Location/convenience: 43%
Toast said those findings “hit home the importance of a strong, consistent presence across discovery channels. The restaurant that shows up with clear pricing, appetizing menu photography, and a convenient location on the map is the one that converts curiosity into a first visit.”
