In our 2026 lookahead pieces so far, we’ve explored tech trends, more trends (a lot of tech), and examined why investor sentiment remains shaky as the calendar prepares to turn, as well as tap the insight of two former Sonic Drive-In executives on AI and transformation. Now, we’ll open the floor to a host of experts, leading operators to industry partners, from full to quick service, to share their thoughts on what’s ahead and how they’re preparing for opportunities and hurdles today.
Let’s get into it.
Jim Sullivan, CEO, Smashburger
We’re seeing a few guest behaviors that are driving our strategic focus at Smashburger. Guests are increasingly seeking authentic value—not just low prices, but premium quality at accessible price points, which is why our $4.99 All-The-Time Menu featuring Certified Angus Beef has resonated so strongly. We’re also seeing a clear demand for bold, crave-worthy flavors that cut through the noise of a crowded marketplace. Guests want taste experiences that are memorable and distinctive, and that’s why we’re doubling down on what Smashburger was built on: taste, variety and value. Lastly, we’re looking to accelerate our expansion into non-traditional locations as we’re seeing the importance of convenience and accessibility, particularly in high-traffic, non-traditional locations like airports and college campuses where busy consumers need quality options.
Our biggest operational investment priority is real estate expansion, specifically accelerating our non-traditional location strategy. We’ve been targeting 12-15 new non-traditional locations over the next 12-18 months in high-traffic venues like airports, college campuses, military bases, and arenas. These locations offer great brand awareness opportunities and capture consumers where they need convenient, quality options. Our success in new locations like Naval Air Station North Island and Detroit Metro Airport validates this approach—these aren’t just revenue generators, they’re brand builders. We’re also investing in the in-restaurant experience. We recognize the four walls as a critical differentiator in this crowded category, so we’re returning to the warm, engaging environments that tell our food story. It’s all about quality cues that guests can relate to and experience firsthand.
I see our greatest opportunities lying in three core areas that have always defined Smashburger: taste, variety, and value. While the competitive landscape has certainly intensified, we’re uniquely positioned because we literally pioneered the smash burger technique back in 2007—that’s our birthright, and we’re reclaiming it. We’ve awakened Smashburger with our biggest brand campaign in company history and a refreshed visual identity that signals we’re back. We’re not just competing on price or convenience—we’re winning on the fundamentals that built this brand: superior taste through our signature smashing technique, menu innovation that responds to guest feedback, and an uncompromising commitment to quality ingredients.
Benny Tadele, EVP and president of Restaurants, NCR Voyix
As we look to 2026, guests expect dining to match the instant, personalized experiences they enjoy in their digital lives. Whether ordering takeout or dining in, they want speed, consistency, and convenience across every channel.
To help operators meet these rising expectations, the Voyix Commerce Platform unifies in-store, online, and mobile operations. Our AI-driven, secure platform streamlines operations and enables intelligent upsell and cross-sell opportunities, predictive inventory and labor optimization, and ensures item availability—driving both revenue growth and cost efficiency. Integrated end-to-end payments and services, combined with real-time data insights, allow restaurants to deliver tailored experiences while optimizing performance. Backed by deep industry expertise, we empower restaurateurs to accelerate new possibilities for their operations, experiences, and business outcomes.
Technology modernization will be the most impactful investment for restaurants in 2026. Coming out of a period of consumer uncertainty, restaurateurs are prioritizing ways to consolidate solutions—reducing cost, complexity, and operational burden while staying competitive
“When fragmented systems fail to communicate, decisions rely on yesterday’s data, and guests feel the disconnect across web, curbside, delivery, kiosk, and counter.”
Through the Voyix Commerce Platform, NCR Voyix is introducing innovations that make this possible: enhanced centralized menu management, in-store APIs that enable seamless omni-channel ordering, and advanced data-sharing capabilities that transform raw data into actionable insights for smarter, faster decisions. These investments help restaurateurs simplify operations, accelerate innovation, and deliver consistently high-performing digital experiences across every site and channel.
Eliminating friction is one of the greatest opportunities for growth in 2026. When fragmented systems fail to communicate, decisions rely on yesterday’s data, and guests feel the disconnect across web, curbside, delivery, kiosk, and counter.
The Voyix Commerce Platform, powered by open architecture, removes these barriers by unifying operations and enabling real-time data intelligence that empowers restaurateurs to anticipate demand, optimize labor and inventory, and personalize guest interactions at scale.
This enables restaurateurs to move faster, simplify complexity, and deliver consistent, high-performing experiences across every channel. With over 140 years of industry experience, NCR Voyix combines deep domain expertise with global service reach—helping restaurants maximize ROI, achieve operational excellence, and confidently scale in a rapidly evolving environment.
Noah Glass, founder and CEO, Olo
The most significant shift we’re seeing is guests moving beyond simply wanting convenience to expecting true personalization. They want to be in a “known state” every time they interact with a brand—their complete order history captured down to every modifier detail, frictionless reordering, and recommendations that genuinely resonate with their preferences rather than generic suggestions. This represents a fundamental evolution in guest expectations, and we’re building our technology stack around enabling restaurants to deliver this level of personalized dining experience at scale.
2026 will be the year of great simplification. The smartest restaurant brands will be rigorous about understanding which menu items aren’t just driving the highest sales, but also the highest guest lifetime value and converting first-time visitors into repeat guests. Olo Guest Intelligence, particularly our Menu Intelligence tool, links guest data directly back to menu performance to help brands focus on items that are performing well and creating loyal, high-value guests. Another area of importance is what we refer to as “AP4”—ensuring kitchen operations operate as productive as possible and as profitable as possible. This starts with having real-time visibility into kitchen capacity, through data-driven tools such as Olo OrderReady AI, which allow brands to maximize productivity and prioritize the most profitable channels without over-promising to guests or delivery couriers. Restaurants that master this balance will be the ones maintaining and growing their margins.
The greatest opportunity in 2026 is timeless: hospitality. But we need to reimagine what hospitality means at the scale modern restaurant brands operate. When guests have limited dollars and limited dining occasions, they’ll choose brands that make them feel seen and remembered over those that treat them anonymously. The winning strategy is using technology to scale the personal touch that once existed only in small, intimate dining settings, creating individualized experiences that make every guest feel like a regular. Restaurants that invest in technology that delivers this kind of personalization will take market share from those stuck in the era of one-size-fits-all service.
Alex Macedo, CEO, Authentic Restaurant Brands
The most significant behavioral shift we’re tracking is the rising expectations guests have for every dining occasion, regardless of if it’s a quick pick-up at the drive-thru or sit-down dinner. Guests increasingly want on-demand, value-driven experiences that are also memorable, community-centered moments worth leaving home for.
That is a lot to deliver. At Authentic Restaurant Brands, this reinforces our focus on beloved regional brands with deep local roots that deliver genuine experiences you simply can’t replicate. It’s our secret sauce and our competitive advantage. As guests become more selective about where they spend their money, the real driver of success in 2026 will be giving guests compelling reasons to choose your brand over countless alternatives, and that starts with an authentic experience that brings them out to connect outside of the home.
With rising costs squeezing margins across categories, brands should prioritize digital investments and operational efficiencies that directly improve guest experience and unit economics. We’re seeing outsized returns from tools like delivery aggregation platforms, intelligent pricing analytics, and loyalty programs that deepen guest relationships. Equally important is investing in menu optimization and streamlining kitchen processes to allow teams to execute consistently at high volume while managing labor costs. The brands winning in 2026 will be those that use technology to enhance, not replace, the human elements that make hospitality special, while ensuring every dollar spent on tech or labor directly contributes to better guest experiences and improved profitability.
The greatest opportunity in 2026 lies in disciplined market penetration rather than geographic expansion for expansion’s sake. While many operators feel pressure to scale nationally or enter new markets, we see tremendous white space in infilling core markets where our brands already enjoy brand awareness, operational infrastructure, and proven guest demand. This concentric circle approach generates superior returns because you’re building in communities that already know and love the brand. Differentiation won’t necessarily come from being everywhere; it’ll come from being indispensable in the markets you serve, maintaining the local spirit and operational excellence that drives long-term loyalty and sustainable growth.
Peter Kellis, founder and CEO, TRAY
The most important investments will be those that help operators move away from disjointed tools and toward modern, integrated platforms. Around the world, we are seeing new concepts adopt cloud-native systems that unify ordering, kitchen operations, labor, analytics, and guest engagement. This creates faster deployment, clearer visibility, and better decision-making. U.S. operators can capture the same advantage by prioritizing technology that scales easily, reduces complexity, and eliminates the need for constant custom development. Investments in automation, predictive analytics, and real-time insights will give operators the flexibility they need to maintain service quality and respond quickly to changes in demand.
A major opportunity in 2026 is helping operators future-proof their business by applying lessons from markets that are building with a clean slate. New global concepts are showing what happens when you design operations around speed, integration, and real-time intelligence rather than patching together legacy systems. The takeaway for U.S. brands is not to copy what others are doing, but to rethink what is possible. Modernizing tech stacks, consolidating data sources, and building with flexibility in mind will help operators move faster and make smarter decisions. Our focus is on giving them the tools and insights that unlock new efficiencies and create meaningful points of differentiation.
Guests are increasingly seeking convenience, flexibility, and personalized experiences, whether dining in, ordering off-premise, or engaging digitally. Digital ordering, off-premise channels, and loyalty programs have become central to consumer expectations, and operators are continuing to explore how analytics and AI can help anticipate demand, optimize staffing, and maintain consistent service quality. Staying ahead means understanding these behaviors in real time and using insights to create experiences that feel effortless, timely, and tailored to each guest.
Steve Kislow, CEO, Firebirds Wood Fired Grill
As we look toward 2026, we’re identifying key patterns that are shaping our strategy to help us adapt to evolving guest expectations, while staying true to our wood-fired roots. Creating an exceptional guest experience has become non-negotiable—guests expect seamless, memorable interactions at every touchpoint. To meet this standard, we’re further investing in both technology and team member training to ensure every guest feels valued and receives the outstanding service that defines the Firebirds experience. Our focus remains on crafting moments that exceed expectations while maintaining
In 2026, we’re doubling down on investing in our team members with Firebirds team philosophy centered around empowering team members at every level. We’re continuing to invest heavily in our proven training programs that help our servers anticipate guest needs—like timing that second cocktail perfectly or better communicating our diverse menu options. Our people are our most valuable asset, and creating an environment where they feel safe, energized, and equipped to make guests feel the same way is non-negotiable as we scale. Additionally, we believe our growth strategy, which is focused on great real estate combined with filling out markets where Firebirds already exists to leverage the foundations we’ve built, creates the perfect storm for sustainable growth and success in 2026.
Our greatest competitive advantage lies in our distinctive market positioning—we’ve established ourselves in the polished casual space where quality meets accessibility. Our wood-fired specialties, innovative beverage program and elevated atmosphere create memorable occasions that feel indulgent yet approachable. This unique positioning allows us to capture consumers who are watching their spending but still want the exceptional quality and experience they’re accustomed to. We’re also strategically expanding our appeal to the next generation through our Kids LiveWell approved menu, demonstrating our commitment to family dining. This focus on younger guests and families represents tremendous growth potential, with other exciting family-focused initiatives in development. By creating exceptional experiences for kids today, we’re cultivating tomorrow’s loyal guests and positioning Firebirds as the premier choice for multi-generational celebrations.
Brooks Schaden, Co-CEO, Tom’s Watch Bar
For 2026, a robust real estate strategy remains a key success driver. At Tom’s Watch Bar, we keep a close eye on opportunities to grow in markets where there is sports fan demand. We focus on opening locations in entertainment districts, leveraging our partnerships with teams and leagues to ensure we’re a convenient choice for fans who are looking to enjoy our experience. These carefully selected sites allow us to capture the full event cycle—from pre-game excitement to post-game celebrations—while maximizing foot traffic and engagement. Investments in technology will also be critical in the coming year. Our 360-degree viewing and operational systems ensure that every location delivers an immersive, high-energy experience with fast service to keep guests coming back.
Operational investments that enhance the fan experience while supporting efficiency will continue to be critical in 2026. For example our service model is designed to deliver food in under eight minutes during peak periods, and our data-backed programming schedule ensures we have every game that our fans want to watch. By continuing to invest in ways to take our concept to the next level, we’re able to deliver best-in-class service for our guests, even during the busiest moments, and ensure fans enjoy every minute of the action without interruption.
Guests are increasingly looking for immersive, social experiences when they dine away from home, and we’re positioned to meet those expectations. We’re hosting more organized sports Watch Parties that bring fans together—both for Home games and for traveling fans cheering for the Away team on the road—and partnering with leagues and teams to offer one-of-a-kind fan experiences. We also see that guests allocate their entertainment spend differently than just a dine-out spend, and also treat the occasion differently, with longer dwell times and different dayparts. We continue to enhance our sports Watch Parties and diversify our menu to give sports fans what they want, ultimately giving every guest a reason to stay longer, spend more, and create memorable experiences with fellow fans.
Ray Blanchette, CEO, TGI Fridays
We’re seeing a massive generational shift not just in what people eat, but how they choose where they eat and why. Social media has become the primary discovery channel, with guests increasingly trusting influencers and AI recommendations over traditional advertising. This is raising the bar dramatically. When influencers showcase elevated experiences, guests expect more, and brands need to deliver something truly worth the investment. They’re looking for atmosphere, energy, and experiences that elevate their mood and make ordinary moments feel extraordinary. The brands that understand this shift and lean into cultural relevance, becoming part of everyday conversations and celebrations both online and by word of mouth, will capture share and loyalty.
The smartest investment any operator can make right now is in their people and culture. At Fridays, we’ve built our reputation on hiring exceptional people, developing strong training programs and creating pathways for growth, all while encouraging team members to bring their authentic selves to work every shift. When our teams feel valued and empowered to let their unique personalities shine, that energy transfers directly to our guests. This is something we recognize at our locations across the world where our signature flair thrives and guest connections are stronger than ever.
On the franchise side, the winning formula is about strengthening unit economics through simplification. That means streamlining operations, providing transparent support systems, and giving franchisees the tools they need to analyze performance and protect their margins.
We’re also reimagining our real estate strategy in ways that will define the next decade of growth. In addition to traditional large-footprint models, we’re exploring smaller, more flexible formats, like hotels, airports and other non-traditional venues, that allow us to meet guests where they are while maximizing adaptability and return.
With competition intensifying and consumer expectations evolving, the greatest opportunities next year will belong to brands that stand out rather than blend in. Real growth will come from those who embrace their unique identity and lead with purpose. Winning in 2026 means understanding that hospitality is about emotion as much as service, creating genuine connections and experiences that stay with people long after they leave. That requires bold menu innovation that delivers true moments of surprise, cultural initiatives that resonate deeply with today’s guests, and meaningful rituals that keep people coming back not just for special occasions but because they feel seen and special.
Internationally, emerging markets represent extraordinary growth potential, particularly for franchise-led models. We’re seeing strong demand in markets where the middle class is expanding and consumers are hungry for globally recognized brands that understand local culture. The key is finding partners who share your values and your commitment to excellence, then empowering them with operational support while trusting their market knowledge. After signing several key agreements this year, we see tremendous opportunity to build on that momentum as global demand for our classic Americana and celebration identity continues to grow.
Stacy Peterson, Chief Operating Officer and president, Jersey Mike’s
Guests are signaling that convenience can’t come at the expense of quality, and that is reshaping how leading brands will show up in 2026. The most durable demand is for food that feels homemade, tastes fresh and is prepared in front of you, paired with a frictionless, on-demand experience across dine-in, pickup, and delivery. At Jersey Mike’s and across the sector, that means doubling down on authentic experiences that travel well across channels and geographies, while protecting unit economics and preserving the genuine service and human touch that keep guests coming back.
The biggest unlock in 2026 will come from technology invisible to guests but transformative behind the scenes. AI will play a central role, and we’re actively evaluating AI-powered solutions to assist franchisees across several operational areas, all designed to make their jobs easier so they can focus on what matters most: hospitality on the front line. We’re exploring AI applications in hiring, onboarding, and labor management to streamline training for new team members and optimize scheduling across markets and dayparts. We’re also looking at ways AI can improve accuracy in food-ready time estimates and help train operators in the Jersey Mike’s way, with an emphasis on enhancing hospitality. Beyond AI, a major focus in 2026 will be continuing to invest in digital tools that streamline operations and elevate the guest experience, particularly through our mobile app and loyalty program, where we can personalize our interactions with the guest and enhance their relationship with the brand.
In a more competitive, value-conscious environment, growth and differentiation will come from delivering the most value per visit, not just the lowest price. This means exceptional food quality, genuine hospitality, and a clear sense of purpose all working together. It’s also important to make authentic connections with guests and with the communities being served. Today’s guests want to feel like their dollars are supporting something bigger than a transaction, and they take notice when brands invest in their local communities. This March, Jersey Mike’s completed our 15th Annual Month of Giving, raising a record $30 million and surpassing $143 million donated to more than 200 local charities since 2011. Our community-first approach operating “A Sub Above” creates deep connections in every market we serve, and it’s what helps set us apart as guests become more selective.
Christine Barone, president and CEO, Dutch Bros
As we head into 2026, we are seeing customers look for two things at once: real convenience and real connection. They are looking for speed and consistency, and they want every visit to feel personal and authentic. We are also seeing customers explore across beverage categories, which reinforces how important choice and customization are to them.
To stay ahead of those expectations, we are leaning into what we do best. Bold menu innovation across drinks and food, technology that keeps the line moving and makes life easier for our broistas, and service powered by Dutch Luv that brings our culture to life in every interaction. When those come together, we are not just meeting expectations, we are creating a moment that turns a quick stop into a bright spot in someone’s day.
Our most meaningful investments continue to be in our people and the systems that help them shine. We invest in our broistas for the long haul by creating compelling futures and equipping them with the tools and skills that keep them focused on what they do best, delivering an exceptional customer experience every day. By combining our fun-loving culture, training that empowers our teams, and technology like mobile ordering, we are able to deliver the right balance of speed, quality, and service that our customers crave.
We believe our biggest strength is staying true to what has always made Dutch Bros unique, a mix of speed, quality, service culture that our customers can feel the second they pull into our drive thru. In a crowded and competitive space, that energy, authenticity, and Dutch Luv are not easy to replicate, and they continue to be a key point of differentiation for us.
We are also excited about the momentum we are seeing in newer markets, especially across the Midwest and Southeast. Customers are discovering Dutch Bros for the first time and connecting quickly with our approach, both the drinks and the experience. We will keep showing up with beverage innovation that meets customers where they are, with endless customization, seasonal flavors, and options that fit whatever moment they are in.
Most importantly, our incredible broistas build loyalty through real connection, and that loyalty is what fuels sustainable growth no matter what the consumer environment looks like.
Rhonda Levene, CEO of Ziosk
As we look ahead to 2026, guests are increasingly looking for personalized dining experiences. They want to be recognized, have their preferences understood, and enjoy interactions that feel thoughtful rather than transactional. At the same time, expectations around ease and simplicity continue to rise as well, with guests looking for experiences that are convenient and frictionless. At Ziosk, our focus is on helping operators turn restaurant data into actionable intelligence. By capturing insights directly at the table and throughout the guest dining experience, we are helping brands better understand who their guests are, what matters to them, and how to create more meaningful, personalized moments in real time.
Technology investments that make data usable at the restaurant level will have the greatest impact for operators in 2026. Operators are collecting more information than ever, but the real advantage comes from turning that data into clear, practical insights that their teams can consistently act on. Solutions that take that guest data and translate it to real-time on premise experiences allow brands to be more intentional and more strategic, by curating special moments and refining engagement strategies.
The greatest opportunity lies in delivering experiences that are both efficient and genuinely memorable. As consumers become more selective, brands that understand their guests and respond in real time will stand apart. Differentiation will come from using data to personalize interactions, cultivate loyalty, and identify the moments that matter most. Ziosk helps brands create these opportunities by enabling more efficient data-driven dining experiences, allowing our operators to translate guest insights into customized interactions and offers, turning everyday visits into memorable moments that strengthen guest loyalty.
