Something's off in the restaurant world, and are we all feeling it? But what exactly is this moment we're in?
Walk into any kitchen at 10 a.m. and you'll see it in the GM nursing their second energy drink. Scroll through Instagram and notice how those mouth-watering food shots have been replaced by desperate "Now Hiring" posts. Look at menus that are clearly trying to balance affordability with quality while food costs keep climbing. Does this sound familiar?
We're in this strange holding pattern. Like the whole industry is holding its breath, waiting to see what happens next. September's around the corner, and everyone seems to be bracing for impact. But what if the impact already happened? What if this pause isn't the calm before the storm, but the actual moment of change itself?
This isn't doom and gloom. It's more like everything feels slightly out of focus. Customers are more cautious about spending. Even the major chains are reporting shaky foot traffic numbers. That usual summer boost from patio season? It felt more like a gentle nudge than the surge we're used to. Meanwhile, creativity feels frozen. Everyone's talking about AI and new tech, but most of us are too stretched thin to actually implement anything meaningful. So what's really happening here?
Here's what's actually happening with AI in restaurants: a lot of talking, not much doing. Most operators are "exploring AI options," which really means reading articles and waiting for someone else to figure it out first. And honestly, that's probably smart. When your team is already running on fumes, the last thing you need is another system to learn. But is this cautious approach serving us, or are we missing opportunities while we wait?
Here's what's interesting your customers already think you're using AI. Surveys show that half of diners are totally fine with AI helping customize their orders. Many assume restaurants are already using smart tech to reduce waste and improve food safety. So while you're being cautious, which is good, maybe the question isn't whether to adopt AI, but how to start small and smart?
This might be the real crisis though. When's the last time your restaurant felt like it had a personality? I'm seeing so many places buried under endless limited-time offers, digital promotions, and loyalty program updates. It's like everyone forgot why they started their restaurant in the first place. We're so focused on incentives that we've lost our identity. But why did this happen, and more importantly, how do we find our way back?
Look at the chains that are actually thriving right now. They're not winning because they have the craziest new menu items. They're winning because they know who they are and they tell that story consistently. Their operations are tight, sure, but their marketing still feels human. What's their secret? What are they doing differently? But do they?
Some restaurants have basically abandoned their social media. Others are posting constantly but saying nothing. Too much copying what everyone else is doing, not enough "this is uniquely us." But here's the question that might change everything: What's one thing only your restaurant can say? What story belongs uniquely to you?
The smartest operators I know aren't spending big on flashy marketing right now. They're investing in their image libraries and training materials. Good food photography isn't just for Instagram anymore it's how you train new staff, drive upsells, and build brand recognition. And if your team hasn't had proper training in the last three months, they're probably just surviving, not thriving. But what should you be documenting, and why does it matter more now than ever?
If you're watching the big restaurant chains, you're seeing hesitation everywhere. Traffic isn't crashing, but it's definitely stalling. Check averages are all over the place. Customers are back to that painful choice between dining out and buying groceries. Here's something telling: most customers couldn't care less about your latest limited-time offer. They want to know what your restaurant stands for. So what does your restaurant stand for? What's your story beyond the daily specials?
Every few years, our industry goes through what I call a reality check. Not a disaster, just a moment when the restaurants that adapt pull ahead and the ones that wait get left behind. This is that moment. But what makes this pause different from other industry shifts we've seen?
This pause isn't about waiting for things to get back to normal. It's about recognizing that normal has shifted. Customer expectations have evolved. Technology capabilities have expanded. The economic landscape has changed. The restaurants thriving right now aren't the ones waiting for the old playbook to work again they're the ones writing new rules. So the question becomes: are you writing new rules, or still playing by the old ones?
Before the fall rush hits and everyone scrambles into holiday mode, ask yourself some honest questions: Are we building something meaningful, or just keeping the lights on? Is our technology helping our team, or making their jobs harder? Do our social media posts connect with real people, or are we just going through the motions? Are our training systems preparing us for what's next, or just repeating what's not working? Are we earning customer loyalty, or just chasing this month's sales numbers?
September's coming fast, and change is coming with it. But instead of waiting for the next industry report to tell you what to do, what if you trusted what you already know? Your team knows. Your gut knows. The restaurant industry has always been about adaptation. We've survived recessions, pandemics, labor shortages, and supply chain nightmares. We'll survive this weird moment too.
But surviving isn't the goal. Thriving is. So how do you move from pause to progress? How do you turn this holding pattern into forward momentum?
Here are three concrete steps to navigate this pause and position yourself for what's next:
Start Your AI Experiment Today (But Keep It Simple) Pick one small thing and test it this week. Maybe it's using AI to write more engaging social media captions, or trying an AI tool to optimize your inventory ordering. Don't overhaul your entire operation just start documenting what works and what doesn't. Your customers already expect you're using smart technology, so begin building that capability now, even if it's just one small step.
Rediscover Your Restaurant's Unique Story Block out two hours this week to answer this question: If your restaurant disappeared tomorrow, what would your community miss that they couldn't get anywhere else? It's not your menu items it's your vibe, your service style, your values. Once you identify this, let it guide every decision from social media posts to staff training. Stop chasing trends and start amplifying what makes you irreplaceable.
Document Everything While You Have Time Create your training library now, before the busy season hits. Take photos of perfect plate presentations. Record videos of proper cooking techniques. Write down the systems that work. This isn't just about training new staff it's about preserving your standards and building consistency. The restaurants that thrive in the next phase will be the ones with rock-solid operations, and that starts with clear documentation.
This pause you're feeling? It's not a problem to solve it's a moment to seize. The restaurants that figure this out now are going to own the next few years. Make sure yours is one of them.
Pause but don’t puke.
