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Pressures on the American wallet remain high, especially as holiday shopping ramps up and consumers contend with persistent inflation. Yet, consumers are still prioritizing certain discretionary categories, with the percentage of U.S. adults dining at upscale restaurants continuing to rise.
Americans Under-45 Lead Jump in Upscale Dining
Prior to 2024, upscale dining held relatively stable, with frequent upscale dining even falling in 2024. However, that began to rebound with a steady increase in monthly and weekly dining activity in 2025. Today, the percentage of those dining at upscale restaurants is double what was seen in 2024, while the share who ‘never’ dine at these restaurants is down five percentage points.
At the forefront of the upscale dining trend are Gen Z (aged 18-29) and Millennials (30-44), with both age groups far outpacing both the average and their older counterparts as weekly+ upscale diners. Compared to last year, weekly+ upscale dining rose from 14% to 20% among Gen Z, and 10% to 16% among Millennials. Conversely, there’s been little to no change since last year among Gen Xers and Boomers.
Young Diners Outpace Older Generations in Seeking Self-Care and New Experiences in Upscale Dining
Consumer-reported data points to a wide array of motivations that are shaping the spike in upscale dining interest. While all age groups are most likely to go for a celebration or special occasion, younger diners tend to spread their visits across informal and personal motivators.. Adults 18 to 44 outrank older generations when dining upscale to treat themselves (36% vs. 24%), for work (20% vs. 13%), or to try something new (31% vs 27%).
At the same time, shared experiences remain a steady draw across generations. Both age groups show strong alignment when dining upscale ‘to spend time with friends or family’ (37% vs. 40%) and ‘for a date or romantic occasion’ (34% vs. 33%). The difference is that younger consumers simply add personal indulgence to the mix, viewing upscale spots as flexible spaces for both social time and self-care.
What to Know About Weekly+ Upscale Diners, According to Consumer-Reported Data
What makes these weekly+ upscale diners tick and how do they stand out from the average American? Here’s what real-time, consumer-reported data from CivicScience shows:
- Wine connoisseurs: 49% of weekly+ upscale restaurant diners aged 21+ drink wine twice per week or more, a rate five times higher than Gen Pop (9%).
- Avid Local TV News Viewership: Nearly half (46%) of weekly+ upscale restaurant diners say they watch their local TV news ‘every day,’ 19 percentage points higher than average (27%).
- Video Streaming Subscription With Ads: They’re far more likely than average to hold ads-supported streaming subscriptions. Most notably, Disney+ (55% vs. 26%) and Netflix (55% vs. 32%).
- Rewards Credit Card Intent: They’re nearly three times as likely as the Gen Pop in their declared intent to get a credit card with rewards points (37% to 13%).
Rather than pulling back across every category in the face of economic pressures, Americans are making deliberate choices to elevate their dining experiences. Led by younger consumers, the upward trajectory in upscale restaurant visits underscores a willingness to pay a premium for high-quality food and versatile social occasions.
