Deal-seeking consumers are increasingly turning to social media for dining discounts as digital coupons have overtaken physical options for the first time, according to a survey from Restaurants Canada and Circana Retail Data Solutions.

The poll of 1,500 Canadians gives insights into how dining preferences have been affected by economic volatility and spikes in the cost of living.

The survey data reveals that 29% of respondents are using coupons or discounts more often and that 24% are using QSR apps or rewards programs to access deals. In a first, digital coupons have overtaken physical options with a share of 51%.

Gen Z is driving uptake of loyalty programs and digital ordering and delivery. Forty-two per cent of the demographic report using coupons or discounts compared with 27% of Gen Xers or 22% of baby boomers.

According to Restaurants Canada and Circana, 36% of respondents are patronizing QSRs less frequently, 28% are avoiding add-ons such as side dishes, drinks or desserts and 27% are ordering less-expensive menu items.

“Canadians are expecting more value for their dollars as they grapple with affordability and that’s reflected in many of the trends highlighted in this report,” said Kelly Higginson, president and CEO of Restaurants Canada. “In today’s competitive restaurant landscape, it’s more important than ever that restaurants understand these emerging trends and shifting consumer preferences.”

The numbers also reveal a shift in taste preferences as demographics change.

New restaurant concepts and global cuisine are taking share from established legacy players, especially in the QSR space.

Forty-eight per cent of South Asian diners and 32% of Latin American diners say plant-based dishes are important to them when purchasing a meal or a snack compared with just 21% of white diners.

But french fries and burgers remain the most ordered category, the chicken sandwich is the fastest-growing menu item with 26% more servings sold this year compared with 2020.

According to the report, value goes beyond low prices for consumers who are increasingly looking to maximize their dining experiences through factors such as digital deals, customization and increased ordering options.