Three words: Value, value, value
By Jonathan H. Vogel, CEO, Miami Grill
Of all the misconceptions people have about running a restaurant, the biggest may be how “easy” it is. “How hard could it be? Have you seen the lines in that place?”
We all know just how hard it can be for any restaurant, but the fast-casual segment is in for an even rougher time in the next 12 months. You will see some in the category closing down due to financial pressures, especially from the high cost of goods. And with customers keeping a sharp eye on their expenses and being more selective about where they put their dining-out dollars, the pressure’s really on.
For the brands that remain, there are opportunities to pick up new customers. Brands can earn their loyalty by emphasizing value without compromising on quality or portion size. Add some innovation, and you’ll seal the deal.
Operational Investments
The two most influential operational factors for 2026 across the entire industry remain food costs and labor costs. These are the largest line items on a restaurant’s profit-and-loss statement, and in many cases, they can account for nearly 70 percent of total expenses. If operators don’t tightly manage these areas, no other investment can fully offset the impact.
Three key initiatives can help you stay ahead:
- Driving labor efficiencies through more intelligent systems. Streamlined processes, improved scheduling tools, and selective automation help maintain high service standards while reducing unnecessary labor hours.
- Strategically managing food costs. This includes ongoing menu development, strengthening vendor partnerships through renegotiated contracts, and maintaining a disciplined approach to sourcing without sacrificing quality.
- Leveraging marketing to influence the mix. By spotlighting higher-margin items through promotions, limited-time offers, and digital targeting, you can improve profitability while still giving guests options they’re excited about.
Customer Concerns
Customers are feeling the impact of rising costs as much as we are, so they’re dining out less. When they do go out, they want the experience to be worth letting go of their hard-earned cash (or credit).
For concepts that thrive in 2026, this will be a year of leaning into innovation with generous portions at accessible price points, like our Double Smash Burger with Cheese for just $5.99. Limited time offers that deliver on promises of big flavor for a small spend will excite guests, introduce new menu items, and reinforce the message that yours is a destination where value and quality go hand in hand.
It’s simply a matter of staying ahead of guest expectations by offering generous portions, fresh food made to order, and compelling price points.
Keeping portion size is critical in a time of soft spending. You’ve probably seen the backlash many retail brands experience when they reduce package sizes but charge the same price. Don’t let that happen to you! Let others try to trick the guest by shrinking portions and lowering the quality of food; you’ll keep your portion sizes unchanged and continue using the same high-quality ingredients you always have.
You might even consider charging less for the same menu items. We’ve introduced daily specials all week, with the same portion size and quality, at a discounted price to help our guests through this challenging economy. Where do you think those guests will go when the economy gets better and they have more disposable income? Safe to say it won’t be to your competitor who offered less for more.
Dining That Delivers
As in-restaurant traffic softens and consumers become more intentional in where they dine out, one of the most significant growth opportunities for 2026 lies in the continued expansion of digital ordering and third-party delivery. These channels are becoming a core part of how guests interact with restaurants.
Online ordering platforms, mobile apps and guest loyalty programs are investments that can pay off in a more seamless, rewarding digital experience. Strengthening these touchpoints allows you to engage guests where they’re already spending time and to deliver personalized value that keeps them coming back.
Talk to your delivery partners about developing exclusive promotions, targeted discounts, and special in-app offers to attract new guests, win back lapsed customers, and keep everyone ordering. For example, we’re running a 30 percent-off promotion for guests who haven’t ordered in the past 90 days, creating a strong incentive to re-engage.
By enhancing your digital ecosystem and leveraging innovative, data-driven partnerships, you can position your brand to meet guests where they are and differentiate yourself through convenience, value, and loyalty-driven experiences.
Recipe for a Prosperous Year
The operators who succeed in 2026 will be those who balance innovation with discipline, leveraging responsive technology, strategic pricing, and a deep understanding of the customer. It may not get any easier to run a restaurant in 2026, but you’ll have a better chance of seeing those long lines at your counter.
About Jonathan H. Vogel
Jonathan H. Vogel is CEO of Miami Grill, a legacy South Florida concept that has evolved into a modern fast-casual brand. With deep experience in brand growth, franchising, and operational optimization, Vogel has developed a unique, hands-on perspective through close collaboration with franchisees, frontline staff, and corporate teams.