Report: 7% of guests can drive up to 50% of restaurant order volume

A report by Toast in collaboration with Resy argues that a small slice of restaurant guests can drive outsized revenue. Based on Toast data from Q1 2026, just 7% of a business’s guest base are multi-visit customers, yet that group can generate up to 50% of total order volume. The report also cites Resy that regulars dine out 52% more often, averaging 8.3 reservations across an average of 1.45 restaurants over three years, compared with non-regulars’ 5.45 visits across 2.4 restaurants. Joining loyalty programs can lift return likelihood from a 7% baseline to nearly 30%. A Toast survey of 1,500 U.S. adults found 62% keep a shortlist of two or three places.