Your restaurant needs fans, not just customers
Plus: The case for spending more on marketing right now | How AI became a restaurant co-worker
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In 2026, restaurants aren’t just competing on food—they’re competing for attention, loyalty and relevance. This week, we explore how operators are building fandoms instead of customer bases, why marketing has become essential infrastructure rather than optional spend and how AI is quietly moving from gimmick to operational backbone. Taken together, the stories point to an industry in transition—one where loyalty, visibility and smart systems may matter just as much as what’s on the plate as rising costs continue to pressure margins.
But first, a big reveal: here are the NYTimes’ top 100 restaurants in NYC for 2026.
High on the hog. A former dishwasher is bringing back a SF barbecue icon.
Knives out. A24’s “Tony” trailer drops, a restaurant drama based on the life of Anthony Bourdain.
Upping the steaks. Miami’s first delivery-only steakhouse promises wagyu at home till 5 a.m.
Caviar and dark rooms. These are just some of 2026’s top restaurant trends so far.
Heavy hitters. Here are some of the most innovative companies in dining right now.
How to create a “fandom” for your restaurant
“Food fandom” is built through emotional connection, not just good meals. Restaurants create loyal followings by giving guests a sense of identity, community, storytelling and participation—turning dining into culture rather than a transaction. The strongest brands make customers feel like insiders, not just consumers.
Why it matters: As competition intensifies and traffic softens, fandom creates resilience. Guests who emotionally connect with a restaurant spend more, return more often and market the brand organically online. For operators, cultivating fandom can be more valuable than chasing trends or discounts because it builds loyalty that survives economic pressure. (Nation’s Restaurant News)
The best ways to maximize restaurant marketing spend
With tight margins, what’s the best bang for the buck when it comes to marketing? Despite inflation and economic pressure, many restaurant operators are increasing marketing investments instead of cutting them. Social media, email marketing, automation and AI tools are becoming essential growth drivers, helping restaurants stay visible, improve efficiency and build loyalty in an increasingly competitive and digitally driven landscape.
Why it matters: For restaurant owners, the takeaway is that marketing is no longer optional overhead—it’s core infrastructure. Operators who consistently communicate with guests, automate outreach and invest in high-performing channels are better positioned to drive repeat visits and weather softer traffic. In a tougher economy, visibility and retention can matter as much as food quality. (Modern Restaurant Management)
AI moves from hype to actual co-workers in restaurants
Major restaurant chains are rolling out AI-powered “digital coworkers” to help manage staffing, inventory, recipes and operations. While companies see these tools as productivity boosters, workers are increasingly concerned about surveillance, micromanagement and AI becoming an “algorithmic boss.”
Why it matters: AI in restaurants is rapidly shifting from customer-facing gimmicks to back-of-house infrastructure. For operators, the opportunity is operational efficiency and better decision-making—but the risk is employee distrust and implementation backlash. The brands that win will likely be the ones that use AI to support teams, not simply monitor or replace them. (Business Insider)
17%
The amount that beef prices are up year over year. (Reuters)
The nostalgia of the Nordstrom Cafe for mothers and daughters of the 2000s
Sweetgreen sales down once again; pivot toward wraps is planned
Small NYC-based bakery receives new investment for growth
Restaurant sales drop as the Iran war continues to hike prices
D.C. restaurant owners lament changes in diner behavior affecting sales
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The Prep is written by Kelly Dobkin and edited by Bianca Prieto.