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Instant Intelligence: Americans tighten budgets, but fast food stays on the menu

Nearly 9 in 10 U.S. adults visit quick-service restaurants monthly, and only a small share say they’ll cut back when reining in spending.

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The latest research from The Trade Desk Intelligence and YouGov shows that despite Americans’ efforts to reduce their spending, dining out remains a priority — especially at quick-service restaurants (QSRs). Nearly 9 in 10 adults surveyed say they visit QSRs every month, and only a small share plan to cut back on their visits when tightening their budgets. Gen Z is the least likely to scale back on visiting QSRs. 

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What we found 

Mobile apps are fueling this resilience. Three in 5 QSR diners order through restaurant apps — most often the brand’s own — creating a direct line to loyalty rewards, personalized offers, and first-party data. Other compelling findings include: 

  • Mobile apps dominate ordering behavior. Three in 5 QSR diners surveyed order via mobile, and 82% of mobile app orderers do so via a restaurant’s own mobile app. 

  • 88% of respondents report dining at QSRs at least monthly; 74% eat fast food at least once a month. 

  • Dining out and ordering in rank No. 7 out of the top 10 ways Americans cut back on spending. Gen Zers ranked dining out as the expense they are least likely to cut back on. 

What it means 

Quick-service dining remains a resilient category even among cost-conscious consumers. Mobile ordering creates a direct path to first-party data and loyalty-building, making QSR apps a powerful lever for advertisers looking to personalize offers and optimize omnichannel campaigns on the open internet. 

Source: 
1. The Trade Desk Intelligence and YouGov, QSR research, U.S., June 2025.