The Regulars Report 2026: New Data from Toast and Resy Shows How Regular Guests Fuel a Restaurant’s Growth
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What turns a first-time diner into a regular? According to a new report from Resy and Toast, it’s not just great food — it’s recognition, routine, and feeling known.
The Regulars Report 2026 explores how diners build loyalty with restaurants today, using insights from Toast transaction data, a national diner survey, and Resy reservation behavior across major U.S. cities.
One finding stands out immediately: a small group of guests can drive an outsized share of business. Toast data from Q1 2026 suggests that up to 50% of restaurant order volume can come from just 7% of guests1.
And once diners become regulars, their behavior changes in meaningful ways: According to Resy data, Regulars (defined as guests who visited the same restaurant three or more times over a three-year period) are more likely to plan ahead, with 83% of their visits booked in advance compared to just 48% for less frequent guests3. Their connection to a restaurant also extends beyond reservations: Regulars on Resy purchase 46% more restaurant event tickets than Non-Regulars4.
The report also highlights the emotional side of hospitality. Nearly half of surveyed diners said being remembered by staff is what makes them feel most valued at a restaurant — more than double the number who prioritized points or rewards programs — yet only 30% said they consistently receive that level of recognition. Diners who feel at home also tend to spend more, try new menu items more often, and tip more generously (77% say they tip more at restaurants where they’re regulars)2.
The data points to a broader shift in how loyalty is built today: not just through transactions, but through relationships. As restaurants navigate an increasingly digital landscape, creating personalized guest experiences remains essential to building lasting loyalty. Together, Resy, Toast, and American Express are focused on helping restaurants better understand and recognize their guests — creating more connected hospitality experiences that drive repeat visits.
Read the full Regulars Report for a deeper look at the habits, behaviors, and experiences shaping restaurant loyalty today.
Toast Data Methodology
The Regulars Report 2026 relies on a hybrid data methodology to capture transactional realities, reservation behaviors, and consumer sentiment.
[1] Toast Platform Data: Sourced from aggregated, anonymized transactions across all Toast POS locations in Q1 2026, analyzing order frequency, channel performance, and retention rates. All restaurant types were included in this analysis.
[2] Consumer Sentiment: Gathered via a Pollfish survey fielded on April 2, 2026, surveying 1,500 U.S. adults who dine out or order in at least twice a month. The survey data is stratified to ensure a representative sample of modern dining behaviors across varying demographics.
Resy Data Methodology
For all Resy Data in this report: A “Regular” in this data set is defined as a user with 3 or more visits to the same venue within 1/1/2023 and 12/31/2025. A “Non-Regular” in this data set is defined as a user with 2 or less visits to the same venue within 1/1/2023 and 12/31/2025. This data set includes only completed reservations in New York City, Los Angeles, San Francisco, Atlanta, Washington D.C., Chicago, and Miami for the given time period. All information is from Resy proprietary data.
[3] Based on the percentage of Completed Reservations where Reservation Source equals “Walk- In”, when comparing Completed Reservations for “Regular” vs. “Non-Regular” users at restaurants where the user is considered a “Regular” or “Non-Regular”, according to Resy proprietary data.
[4] Based on the percentage of Event Tickets Purchased by “Regular” vs. “Non-Regular” users at restaurants where the user is considered a “Regular” or “Non-Regular”, according to Resy proprietary data.
