The U.S. restaurant industry has struggled with stagnating foot traffic in the latter half of 2025, but some seafood restaurant chains have been able to buck that trend as the year has progressed.
Customer visits to Louisville, Kentucky, U.S.A.-based quick service restaurant (QSR) chain Long John Silver’s, for instance, increased 8.5 percent in October, according to foot traffic analysis software firm Placer.ai, after jumping more than 7 percent year over year in both August and September.
Similarly, traffic to Bonefish Grill, owned by Tampa, Florida, U.S.A.-based Bloomin’ Brands, increased 8.7 percent in October after a 3.2 percent spike in September and a 0.8 percent increase in August. Traffic to Red Lobster also increased 6.5 percent in October after a 4.8 percent incline in September and a 7.8 percent spike in August.
“As 2025 progresses, we have observed a distinct shift in consumer behavior. While affluent consumers continue to frequent fine-dining restaurants, lower- to middle-income consumers are seeking lower-cost alternatives to quick-service and fast-casual chains,” Placer.ai Head of Analytical Research R.J. Hottovy told SeafoodSource.
Though lower- to middle-income Americans have increased visits to value grocers, convenience stores, and warehouse clubs, they are upping their visits to casual dining chains due to their perceived value, too, Hottovy said.
"This trend is benefiting seafood chains such as Long John Silver’s, Bonefish Grill, and Red Lobster, where recent menu and decor enhancements appear to be driving positive year-over-year visit growth,” he said.
Menu changes have included Red Lobster’s Ultimate SpendLESS shrimp promotion, which launched in September; new seafood boil flavors; and holiday-themed cocktails.
Bloomin’ Brands, meanwhile, has stepped up promotions at Bonefish Grill, such as offering USD 10 (EUR 8.63) off a purchase of USD 30 (EUR 26) or more.
The spike in customer visits at seafood chains has come as overall U.S. restaurant traffic has largely stagnated, with Placer.ai reporting a decline of 0.8 percent in September and an increase of 0.6 percent in October.
Over half of U.S. restaurant operators said they experienced less traffic in September 2025 compared to September 2024, according to the National Restaurant Association’s (NRA) September Restaurant Performance Index, which was up from 42 percent who reported less traffic in August.
According to the NRA, many restaurant operators believe the challenges are likely to continue well into 2026.
“Restaurant operators have a mixed outlook for sales, but nearly half expect overall economic conditions to deteriorate during the next six months,” the NRA said.
Food and labor costs are two of operators’ chief concerns, according to restaurant technology provider Popmenu’s recent study of 300 restaurant leaders. Food prices have increased 29 percent compared to last year, while labor costs have inclined 23 percent, according to Popmenu.
To save costs, 58 percent of operators are cutting staffing, while 40 percent are slashing food and beverages, according to Popmenu.
"Ongoing concerns around inflation, trade wars, weaker consumer spend, and other economic headwinds are prompting restaurant operators to take actions that protect margins and profitability,” Popmenu CEO and Co-Founder Brendan Sweeney said. “This includes everything from reducing food and labor costs to diversifying revenue streams and marketing channels and engaging new suppliers.”
As a result, consumers may see changes to menus or simply see fewer menu options, as well as more meal deals and tech-driven experiences, Sweeney added.
