Although it’s important to consider the various factors that incentivize consumers to choose to dine at a restaurant, it’s just as imperative to understand the dealbreakers that could deter them from another – especially in today’s tough foodservice environment.
Recently, TouchBistro partnered with The Harris Poll, a global consulting and market research firm, to survey 1,500 diners across the U.S. for its 2025 American Diner Trends Report.
Here are five of the top factors that are dissuading diners from restaurants, which can vary significantly among generations.
#1: Negative Feedback from Friends
According to the findings of the report, the number-one dining deterrent for today’s consumers is hearing negative feedback about a restaurant from their friends, colleagues, or family members, with 49% of all survey respondents citing it as a dealbreaker.
While younger diners tend to be at least somewhat forgiving of bad word-of-mouth reviews, a whopping 52% of Gen Xers and 66% of Boomers said that hearing negative feedback from their social network was a major reason they’d avoid visiting a certain restaurant – compared with just 26% of Gen Zers and 37% of Millennials.
#2: A Recent Health Inspection Warning
The next dealbreaker on the list? Learning that a restaurant had recently received a warning tied to a health inspection.
48% of the survey’s participants cited a warning from health inspectors as a key concern, including:
- 25% of Gen Z
- 36% of Millennials
- 49% of Gen X
- 68% of Boomers
In fact, a negative health inspection was the top factor deterring Baby Boomers from dining at a particular establishment.
#3: A Long Wait Time
A wait time of more than 30 minutes earned the third spot on the list of dealbreakers, with 42% of respondents citing it as a major pet peeve associated with restaurant visits.
Lengthy wait times especially deter older demographics, including 44% of Gen Xers and 56% of Boomers, compared with only 21% of Gen Zers and 32% of Millennials.
How long are diners willing to wait for a table? According to TouchBistro, the average is around 22 minutes.
That finding highlights the unwavering appeal of convenience for the majority of today’s diners – even while dining in.
#4: Bad Online Reviews
The top deterrent for both Gen Zers and Millennials? Negative feedback on the internet.
In the survey, 37% of Gen Zers and 42% of Millennials said they’d be less likely to visit a restaurant that had recently received bad reviews on platforms like Yelp or Google, as did 45% of Gen Xers – compared with just 39% of Boomers.
#5: Excessive Service Charges
Added costs like service charges (especially hidden fees) and auto gratuity rounded out the top five.
More than half (53%) of Boomers said they would be deterred from visiting a restaurant with added service charges, while 41% said they would be less likely to visit a restaurant that automatically added a gratuity charge to the bill.
The Food Institute Podcast
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