UK diners want AI-driven restaurant deals, Toast finds

Toast has published UK research showing diners want more AI-driven personalised offers and rewards from restaurants. The study also found they are more likely to accept the technology when restaurants explain how it is being used.

The findings highlight a gap between customer interest in tailored deals and the need for transparency around pricing, offers and automation. Among diners surveyed, 23% said tailored discounts and loyalty rewards were the AI-related improvement they most wanted to see, while 22% chose faster ordering and shorter waits.

Restaurant operators appear to be moving in the same direction. Toast found that 30% already use AI to personalise offers, loyalty rewards or promotions, while another 34% are trialling it.

That suggests adoption could rise sharply if current trials become permanent. The survey also found that 58% of restaurant managers using AI said it had increased both customer visits and spending through marketing and customer engagement.

Marketing focus

Marketing and customer acquisition was the top area for planned AI investment over the next 12 months, cited by 23% of operators. That put it ahead of inventory and waste reduction at 14%, while point-of-sale systems and guest-facing ordering technology each stood at 11%.

The research also points to a more nuanced view of AI-driven pricing than some diners may expect. Nearly two-thirds of diners, or 65%, said they would be more likely to choose a restaurant that clearly explains when and why prices or offers change.

Operators using AI-informed pricing said the technology was not only being used to raise prices. Toast found that 81% said it had led them to lower or hold a price they might otherwise have increased, in order to remain competitive or protect customer loyalty.

Among the 69% of diners who said they had noticed AI-driven or dynamic pricing, 31% said it made them feel they had secured a good deal. That suggests customer reaction may depend as much on communication and outcome as on the technology itself.

Trust limits

The survey found that trust remains closely linked to human access. When diners were asked what would most increase their trust in restaurant AI, 47% said the biggest factor was knowing they could easily reach a human if something went wrong.

Diners also drew a clear line around where automation should not dominate. Resolving a complaint was rated the least appropriate use of AI by 25% of respondents, while 17% said answering allergen or dietary questions was unsuitable for automation.

These responses suggest that while diners may accept AI in promotional offers, ordering and pricing, they remain more cautious where judgement, reassurance or safety are involved. For restaurant groups and independent operators alike, that creates pressure to balance efficiency with visible human oversight.

The study was based on two blind surveys conducted through Pollfish among 400 UK restaurant managers and 500 UK diners. Active AI usage statistics reflected responses from 227 restaurant managers who currently use AI tools.

Gaurav Nakhare, Senior Director of Product Management at Toast, commented on the findings.

He said: "Diners care most about getting a good deal and having a great time, the use of AI can support all of these things and we are seeing this from operators in our survey reporting that using it in their marketing has helped increase revenue and visits.

"Going forward, further transparency with diners around how AI is used to provide them with personalised deals and while respecting diner privacy. Crucially, high stakes areas like allergen information and customer complaints must maintain human oversight at their core.Restaurants that balance AI adoption within their marketing are best positioned to see strong commercial gains."