If one of our restaurant clients was celebrating their 20th anniversary, we’d go all-in on the celebration—anniversary icons, special merchandise, community activations and events. Our own 20th anniversary passed almost, but not quite, unnoticed. Rather than our own celebrations, we’re focused on helping our clients get through the challenges (and opportunities) that 2026 is throwing at us all. Gas prices, interest rates, consumer confidence… they’re impacting the economy, and in turn, the restaurant industry.
As an agency that has been around for 20 years, we know what it takes to get through a tough economy. We were founded in 2006, just in time for 2008’s Great Recession. Then, as now, restaurants had to get creative to bring in guests. As whose discretionary income and consumer confident decreased, so did restaurant visits, especially for mid-range, sit-down dining concepts.
Some of our early work with clients.
We’re seeing similar trends today, as consumers trade down their dining experiences, or change a weekly family dinner or date night to monthly. We’re working with out clients to test and implement smart promotions that help bring those customers back in every week. For most restaurants in this economy, the priority is to keep guest counts stable, even at the expense of a lower average check, to help facilitate sales recovery as the economy improves. When gas prices are up and the economy is down, creating smart, value-focused promotions that rely on low-food-cost ingredients are essential, and so is getting the word out to the right guests.
While sit-down dining is struggling, the urge for “a lil treat” remains strong. Handel’s Ice Cream’s focus on nostalgia and hearty portions continues to resonate with guests and franchisees alike, with sales solid and franchises continuing to come on board. Similarly, Sip Fresh’s fresh drinks capture the trend towards innovative, healthy drinks; the brand is looking to grow nearly 50% in the next year.
So, you won’t see a 20th anniversary icon on our website, or posts about our celebratory party on our social. But you will see us having a little treat and then digging in to the data, putting our best ideas on the table, and powering through the year with our clients. That’s what we love, and we’re going to keep doing it. Maybe we’ll throw a party for our 21st anniversary instead.
