By 2030, people in the U.S. aged 65 and older are expected to account for 18% of all restaurant spending, an increase from 10% in 2025, according to Technomic. While restaurants often target younger audiences as up-and-coming and frequent customers, older diners tend to spend substantially more per visit. “The opportunity isn’t to become senior-focused. It’s to become frictionless,” said Philip Daus, partner and head of the Houston office at Simon-Kucher. As the U.S. customer base ages, experts suggest that restaurateurs adapt their physical spaces and menus to engender cross-generational appeal. Steps for doing that include making menus more accessible ...