US on-trade value climbs as visits soften in early 2026
Sales momentum in American bars and restaurants has continued into January despite fewer individual visits. Higher spend per visit has been key to carrying value growth as well as holiday sentiment into the New Year.
US on-trade sales rose sharply in early January, even as the number of individual transactions fell back. According to CGA by NIQ’s US On-Premise Impact Report dated 15 January 2026, total on-premise value reached US$94,844 in the week ending 10 January, up 16% year on year.
The same data shows check value averaging US$50.40, a decline of 13% versus the comparable week in 2025, while ticket count increased by 32% to 1,882. The figures cover the key states of California, Florida, New York and Texas.
CGA by NIQ said the Impact Reports were created to help suppliers and manufacturers track bar and restaurant performance using sales velocity and ticket count data, a service first launched during the Covid 19 pandemic and now delivered year-round.
Consumers still going out
Despite pressure on visits seen at points during 2025, consumer participation in the on-trade remains high. Consumer research within the same report found that 77% of respondents had eaten in bars or restaurants in the past month to 3 December, while 49% had been out drinking.
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Seasonal behaviour continues to shape patterns. The research shows that 74% of consumers visited the on-trade over the Thanksgiving period and 40% said they were very likely or somewhat likely to take part in Dry January.
These findings echo data reported by the drinks business in May 2025, when CGA by NIQ recorded a 4% year on year rise in US on-trade sales for the week ending 3 May, despite a 2% fall in ticket counts. At that point, value velocity rose 5% to US$57.04, pointing to consumers spending more per visit even as visits dipped.
Events and choice drive spend
Occasions remain an anchor for value. As reported by the drinks business, 70% of consumers planning to mark the Kentucky Derby in spring 2025 intended to do so at an on-trade venue, with more than a third also planning to place sports bets.
Product mix also plays a role. September 2025 analysis from CGA by NIQ and Draftline Technologies showed draught beer accounting for 52.3% of beer volume in US bars and restaurants, with value growth led by imported brands. Analysts said that interest in freshness and flavour was a core reason consumers chose draught over packaged beer, even as average draught prices rose by only 8% year on year.
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