U.S. consumers continue to be concerned about the higher costs of eating out, and restaurants are responding with value offers and discounts.
KPMG’s Consumer Pulse Summer 2025 report found that Americans expected to spend 7 percent less each month on restaurants this summer. Additionally, 56 percent of diners are choosing restaurants with lower price points – the highest number historically reported by consumers, per Nation’s Restaurant News, which cited Technomic data.
As a result, restaurants such as Louisville, Kentucky, U.S.A.-based Long John Silver’s (LJS) are trying to do all they can to entice diners.
As part of that effort ot lure price-concious consumers, LJS is expanding its USD 6.00 (EUR 5.14) Basket lineup. Through 26 October, LJS customers can choose from four options: a two-piece Chicken Basket with a choice of side, Crumblies, and two hushpuppies; a Fish Basket with two pieces of Alaska pollock, Crumblies, and hushpuppies; a six-piece Battered Shrimp Basket served with a choice of side, Crumblies, and two hushpuppies; and a six-piece Grilled Shrimp Basket with seasoned grilled shrimp on a bed of savory rice, served with a choice of side.
“As guests look to stretch their budget, value is a top factor in deciding where to go for their next meal. They want affordable options that do not skimp on flavor or quality,” LJS Senior Vice President of Marketing and Innovation Christopher Caudill said. “Our Baskets deliver on that need, giving guests a way to enjoy their favorite chicken and seafood items at a great price point.”
Similarly, Captain D’s, based in Nashville, Tennessee, U.S.A., is launching a Batter-Dipped Shrimp Fish & Fries Meal for USD 5.99 (EUR 5.14). The meal includes four batter-dipped shrimp, a piece of Captain D's signature batter-dipped fish, and fries or a choice of a classic side.
The new meal joins Captain D's USD 5.99 everyday value menu alongside its Classic 2-Piece Fish & Fries and Giant Fish Sandwich & Fries menu options, “offering guests another delicious way to enjoy high-quality seafood at an affordable price.”
The limited-time Batter Dipped Shrimp will also be offered on meals such as The Sampler and The Ultimate Seafood Platter.
Captain D’s is nearing the opening of its first U.K. location, which the chain first announced earlier this year.
"Entering the U.K. with experienced restaurant operators underscores our commitment to our thoughtful international growth. This is just the beginning of our expansion of Captain D's quality seafood and hospitality to seafood lovers around the world,” Captain D’s CEO Phil Greifeld said at the time.
Tampa, Florida, U.S.A.-based Bonefish Grill is offering USD 10.00 (EUR 8.56) off family bundles “for the busy back-to-school season,” the company said in an email to customers. Family bundle options include salmon and shrimp entrees.
New seafood menu rollouts across the U.S. include one from Pepper Lunch, a Japanese-born concept that operates 540 locations across 17 countries.
The chain’s Surf & Turf entrée, its first limited-time offer (LTO) in the U.S., combines certified Angus New York Steak and crispy Panko Shrimp, served with fresh vegetables on a hot plate for USD 19.99 (EUR 17.00).
“This is the first LTO we’re offering in the US, so we wanted to go big and give our guests the best we have to offer at a compelling price,” Pepper Lunch CEO Troy Hopper said. "The quality of beef we’re using is something you’d typically find at a steakhouse and, combined with our crispy Panko Shrimp, makes for an incredibly delicious combination.”
West Palm Beach, Florida, U.S.A.-based TooJay’s Deli, Bakery & Restaurant recently rolled out a refreshed brunch menu that features smoked salmon from Acme Smoked Fish.
The refreshed brunch menu, available at TooJay’s 19 locations, includes Benedict Trio, a sampler of TooJay’s signature benedicts, featuring smoked ham, pastrami, and salmon, topped with poached eggs, hollandaise, and scallions; and Nova Towers, which include thinly sliced salmon with capers, lettuce, tomatoes, red onion, cucumbers, cream cheese, and a bagel of choice.
The move from restaurants to focus on value as summer winds down follows similar moves made in the U.S. retail industry.
For instance, Bentonville, Arkansas, U.S.A.-based retail giant Walmart rolled back prices on 7,400 items in the second quarter of its 2026 fiscal year, which is 2,000 more than the same period last year.
Smaller retailers are also taking action.
Quincy, Massachusetts, U.S.A.-based Stop & Shop recently expanded its lower prices initiative to all of its stores. The rollout is expected to be completed by the end of August and is expected to be applied across nearly every department. Both national brands and Stop & Shop’s private-label products will be part of the initiative.
