In the face of rising prices, Americans are rethinking their dining habits and coffee outings. For the first time in years, grocery hauls are growing larger as many opt to splurge at the supermarket instead of eating out. This shift has led fast-food chains and restaurants to enhance deals and meal combos to attract customers.

Multiple restaurant chains have been reporting sales decline since the COVID-19 shutdowns in 2020, including Denny’s, Starbucks and Wendy’s.

“When restaurant inflation is still ahead of where grocery inflation is, we definitely feel like people are probably still saying, ‘I should just cook at home a little bit more often,'” Denny’s CEO Kelli Valade told investors.

Federal data shows that grocery prices increased by 1.1% over the past year, while restaurant meal costs rose by 4.1%. These increments, though lower than in recent years, compound previous price hikes driven by increased costs for wages, ingredients, packaging, and transportation. Since mid-2020, grocery prices have surged by 19%, and restaurant prices by nearly 24%.

This economic landscape has led shoppers to rethink where they allocate their extra dollars. KD Deshmukh, an engineer from Tulsa, Oklahoma, has adjusted his budget by buying in bulk, using coupons, and switching to store brands. For a recent birthday celebration, Deshmukh and his spouse opted for a high-end seafood market to prepare a special dinner at home instead of dining out.

“Instead of going to a restaurant, we were like, ‘We are pretty good cooks — let’s go splurge on a better piece of salmon that we know came in fresh.’ And it’s a bit of a premium but definitely worth it,” Deshmukh said.

Market research firm Circana has observed this trend, noting that while many shoppers are reaching for cheaper store brands, an increasing number are also upgrading to premium products as a small treat. “It’s a little reward of — all right, I’m cutting back in these places, but at least I can have something that I perceive to be better quality, better taste, better experience at home,” says Circana’s Sally Lyons Wyatt.

After years of spending more and getting less, shoppers are now leaving supermarkets with more items, according to Circana. Concurrently, food purchases at cafes and other eateries have declined since the start of the year.

The impact on restaurants varies. Sit-down restaurants saw more diners in May and June compared to last year but remained flat in July, according to OpenTable’s tracking of online reservations.

As restaurant chains release their financial reports, a focus on deals and value meals is evident. Starbucks has been offering more discounts and meal combos, aiming to ensure customers find the Starbucks experience worth the cost. “Demonstrating our value by making sure customers believe that Starbucks experience is worth it every time” is a priority, according to CEO Laxman Narasimhan.

At the grocery store, items like wine, pasta sauce, and pizza dough are popular upgrades. “The Italian night is still huge, especially the premium Italian night,” says Lyons Wyatt. “That night, I don’t think, will go away anytime soon.”