Full service restaurants are the backbone of the traditional dining industry, where birthdays are celebrated, business deals are closed, and romantic relationships begin. In an era dominated by quick service concepts, such as delivery apps, drive-thrus, and ghost kitchens, full service restaurants offer the increasingly rare aspect of human connection (paired with food).
But what even is a full service restaurant? And what makes this dining model irreplaceable? Let’s take a deeper look.
What is a full service restaurant?
A full-service restaurant (also known as an FSR) is exactly what it sounds like: a dining establishment where customers can expect to receive full service. This includes being seated at a table, having orders taken by staff, and enjoying meals and beverages brought directly to them. It’s about more than just the food—it’s about the dining experience as a whole.
Some defining characteristics of FSRs include:
Table service & customer interaction
As mentioned, customers are seated at a table while staff take their orders and bring the meals and beverages directly to the table. The staff may also interact with guests by offering recommendations, answering questions, and checking in throughout the dining experience. The goal is to ensure that the guests are as satisfied as possible with their time at the restaurant.
Extended meal options
Full service restaurants typically have an extended range of menu options, in comparison to fast food or fast casual places. This can include appetizers, entrees, sides, desserts, and beverages, along with more specialized options available for customers with dietary restrictions. And guests often have more flexibility in customizing dishes to fit their preferences.
Extended dining time
Unlike quick service restaurants, where table turnover is heavily prioritized, guests are often invited to linger at full service establishments. As a result, full service restaurants are frequently chosen as places to relax and connect with one another, rather than just grab a quick bite.
Payment at the end
Instead of paying upfront, the bill is usually brought to the customer’s table at the end of the meal. Tips may also be included, depending on the establishment or party size. And while some casual full service restaurants have adopted counter-payment methods, this is still typically done at the very end of the dining experience.
Emphasis on atmosphere
Because full service restaurants are about more than just the food, the atmosphere of the establishment is heavily prioritized. These restaurants focus on creating a certain mood, using elements like decor, lighting, music, and furniture. For example, a sports bar may pair team memorabilia, dim lighting, and upbeat music with large televisions and dynamic seating arrangements.
Reservations & wait management
Most full service restaurants have a reservation system through phone calls, online booking, or both. And then there’s the wait management factor—Square cites that on average, customers wait 23 minutes for a table at a restaurant. At full-service establishments, guests can expect to be greeted upon arrival and added to a waitlist if necessary.
Full service vs. limited service restaurants
To compare full service restaurants to limited service restaurants (also known as quick service restaurants or QSRs), we’ve summarized the key characteristics of FSRs and highlighted the main differences between the two below:
| Characteristic | Full service restaurants | Limited service restaurants |
|---|---|---|
Service | Table service is offered with dedicated waitstaff. Special requests can be accommodated, with multiple touchpoints throughout the dine-in experience. | Service is limited to the counter, and customers may even need to self-serve (such as with order kiosks, beverage stations, and condiment counters). |
Experience | There is a big emphasis on the restaurant’s atmosphere and ambience. Interiors are designed to be inviting to customers. | There is less focus on the dining experience. Instead, convenience and speed are used as the main value propositions. |
Takeout | While takeout is offered, it’s often an afterthought. FSRs focus heavily on the dine-in experience for customers. | Takeout is a core business component with establishments using drive-thrus, pick-up stations, and mobile delivery. Packaging is also created with to-go in mind. |
Menu options | Menus are more extensive, often with options for appetizers, entrees, sides, desserts, and beverages. Items are also highly customizable. | Menus are simplified, and there are limitations to how a guest can customize their order. |
Food quality | Dishes at an FSR are generally made-to-order with higher-quality ingredients. They may also be chef-driven. | QSRs generally focus more on food consistency with a standardized preparation. Ingredients may also be more limited. |
Speed | Expect customers to spend between 45 to 90 minutes dining in. There may be extensive wait times for seating and the meals itself. | With an emphasis on high table turnover, guests can be in and out of a limited service establishment in 15 to 30 minutes. |
Pricing | The average FSR order value costs 50.37% more than that of a QSR. Plus, tipping can add another 15 to 20%. | At limited service restaurants, checks peak at about $14, making it a much more affordable option. |
Payment | In most cases, customers pay at the end of the dining experience with the bill brought to the table. Tipping is also heavily encouraged. | Payment is expected upfront, either at the counter or at the kiosk. While customers can tip, it’s not heavily expected. |
FSR examples: Types of full service restaurants
While full service is a restaurant category on its own, it can also be used as an umbrella term to describe even more types of establishments––such as fine dining, casual dining, family style, and bars.
And these categories can even be broken down further. For example, bistros and steakhouses often fall under fine dining, while diners and brunch spots may be considered casual or family style restaurants. FSRs can also be categorized by cuisines like Chinese or Italian restaurants, as many specialize in authentic dishes that reflect specific cultural traditions.
In 2024, North American cuisine restaurants—including those that serve classic American dishes like burgers, sandwiches, and chicken—continued to dominate the full service market in the U.S. at a share of 38%. This was followed closely by Asian cuisine (including Japanese, Chinese, and Korean) in second and European cuisine (including Italian and French) in third.
Notably, full service restaurants are also typically the ones being awarded accolades, such as Michelin Stars and James Beard Awards, for providing outstanding culinary experiences. Many are also part of larger FSR hospitality groups, such as Union Square Hospitality Group and Boka Rsetautant Group.
For more specific examples of brands, FSR Magazine compiled a list of the top full service restaurant chains in the U.S. for 2024. Here’s what they found, based on the number of units and sales volume for each brand in 2023:
| Rank | Brand | Units | Sales |
|---|---|---|---|
1 | Waffle House | 1,980 | $1,441,000 |
2 | IHOP | 1,696 | $3,563,600 |
3 | Applebee’s | 1,556 | $4,307,300 |
4 | Denny’s | 1,407 | $2,561,200 |
5 | Buffalo Wild Wings | 1,264 | $3,958,400 |
6 | Chili’s | 1,244 | $4,203,300 |
7 | Olive Garden | 908 | $4,940,000 |
8 | Outback | 672 | $2,757,400 |
9 | Cracker Barrel | 660 | $2,740,900 |
10 | Red Lobster | 649 | $2,747,100 |
The industry outlook on full service restaurants
In 2025, the full service restaurant market size in the U.S. is valued at an estimated $360.9 billion. And in the next five years, it’s expected to reach $617.4 billion—at a compound annual growth rate of 11.33%.
Notably, independent establishments make up the bulk of the market. In 2022, over 319,000 FSRs operated independently, making up 73.7% of the full-service market. With more flexibility, these restaurants can leverage more differentiating factors to attract guests, such as a unique dining concept.
Challenges in full service dining
But even with a high growth outlook, running a full service establishment isn’t easy. 17% of restaurants fail in their first year, while nearly half don’t make it to their fifth anniversary. FSR owners face many challenges, both operationally and financially—here are a few examples of implications:
Limited profit margins—With more service staff and higher-quality ingredients needed to ensure optimal dining experiences, full-service establishments tend to have more limited profit margins. The average profit margin for an FSR is between 5 and 10%, while QSRs make about 17%. TouchBistro also reports that 78% of full-service restaurants carry some form of debt, at a staggering average of $51,040.
Labor shortages—Our 2025 Restaurant Workforce Report found that 65% of respondents described the current labor market as ‘tight’ or ‘very tight’. 30% cited recruiting as a top concern, while 27% named retention. The lack of qualified applicants is especially a concern for full-service restaurants, where customer service from front-of-house staff is heavily prioritized.
Inventory management—Because FSRs have extended menu offerings, more ingredients need to be available. The National Restaurant Association reports that wholesale food costs have gone up 7.6% year over year. With inflation on the rise, many FSRs struggle to manage inventory effectively, balancing the need to avoid both food waste and stock shortages.
Unpredictable revenue—The COVID-19 pandemic has highlighted the volatility that many businesses can face, especially those in the restaurant industry. Because FSR pricing is higher than other options, these types of establishments aren’t as economically resilient during a downturn. And unsurprisingly, QSRs are much quicker to adapt to operational changes with their heavy focus on takeout.
Danny Klein, VP Editorial Director of WTWH Media, speaks about how FSRs (and more specifically, independent restaurants) suffered with costs due to the pandemic on The Pre-Shift Podcast:
“So the problem here is with most of the independents, they did not have a lot of cash on hand. At the beginning of COVID, most of these people had like two, three weeks of reserve—and that’s okay. That’s just kind of how they operated the family business.
This whole start-stop-start process of COVID brought on by reglations on whether they can open and close and go get inventory again, all that was just really not conducive to being an independent restaurant and how they operate.
And of course, then it comes back to the dine-in, so you have a lot of independents now doing completely fine in terms of demands. They’ve got lines out the door, they’ve got more business than they can serve, and they can staff up for all those kinds of great things. However, costs are just burying them, and they’re saddled with debt.”
The experience factor of full service dining
With these challenges in mind, many restaurant operators have chosen to go the QSR route. Like full service, quick service also has a promising growth outlook––the market is projected to hit $301 billion this year, with expectations for $506.8 billion in 2034.
However, the differentiating factor for FSRs will always be their ability to create human connection, making this restaurant type irreplaceable by fast food and fast casual spots. Customers continue to see dining out as an experience, beyond the food itself.
Danny Klein, VP Editorial Director of WTWH Media, adds to this on The Pre-Shift Podcast, discussing the appeal of full service operations:
”At the end of the day, [customers] are going to miss the neighborhood restaurants. And so if you can get through the fog, I don’t think those independents are going to have any hard time filling in their dining rooms. Now whether they can make it work financially with what’s happening externally in the world, let’s all hope that stuff calms down.
”It really will be about how can you create a community of loyal diners, who you’re giving them a reason to come back. And for independents, that opportunity is as big, or if not greater than it is for quick service, because you tend to have really loyal guests. You have people who go to the same local place three or four times a week and have been doing it for years, and it’s generational, and they’ve passed it down.”
Trends in full service dining
As for any business, it’s important for FSRs to adapt to changing consumer preferences. Here are some key trends that are shaping the future of full service dining:
Digital services—Online reservation systems, QR code menus, and contactless payment options are only the beginning. While FSRs do focus on the ‘full service’ aspect of the dining experience, many are increasingly adopting digital operations for the cost and convenience factors. TouchBistro revealed the different types of tech implementations FSR operators are adopting to address staffing and labor expense concerns:
| Technology | % of FSRs |
|---|---|
Order ahead or pre-schedule online | 49% |
QR code payments | 48% |
QR code menus | 46% |
AI-powered voice ordering solutions | 42% |
Self-service kiosks | 36% |
Robotics | 30% |
Experiential dining—According to one study, 72% of diners express a desire for experiential dining options, which can include themed restaurants, interactive culinary, and chef’s tables. Other ideas include hidden, speakeasy-style locations or do-it-yourself food stations. Some examples of experiential FSRs include Karen’s Diner in Dublin (where staff are encouraged to be rude) and Dark Table in Vancouver (where everything is pitch black).
Chad MacKay, CEO of Fire & Vine Hospitality, talks about balancing the experiential aspect of his restaurants with finances on The Pre-Shift Podcast:
“We do more table side now in every one of our restaurants than we did before because we want to maximize the experience, not necessarily revenue, not necessarily productivity. It’s making sure you understand where your sales productivity needs to be to be profitable.”
And so when we talk about sustainability, a lot of that is around financial sustainability. Can we keep doing what we’re doing? And so our team has added a table side. While everybody is stripping down service, we’re actually doing additional stuff—which is kind of cool.
It’s been really cool to be able to deliver for a guest and just to show them we’re not like everybody else. We’re actually giving you more. We’re doing more razzle-dazzle. We’re having some more fun, not taking away things because we’re trying to cut costs everywhere.”
Delivery expansion – While FSRs heavily prioritize the dine-in experience, it’s important not to overlook opportunities in takeout and delivery as consumer preferences shift. Pre-pandemic, the delivery market share for U.S. restaurants was forecasted at 9%, with an increase to 13% in 2020. For 2025, however, it’s expected to rise by as much as 21%. When choosing a restaurant for takeout or delivery, 51% of U.S. consumers also turn to a third-party app, such as DoorDash or Uber Eats. As a result, many FSRs have partnered with these platforms to reach a broader audience and boost sales.
Full service restaurants, summarized
Full service restaurants represent far more than just a business model—it’s about more than the food but the dining experience as a whole. Customers can expect quality service with menu guidance, personal recommendations, and the convenience of food, beverages, and the bill brought directly to the table.
While full service operators continue to face challenges financially and operationally, this type of restaurant isn’t going anywhere. The human connection aspect that defines FSRs continues to draw diners through the door. Some trends to look out for include digital adoption, experiential dining, and delivery expansion.
Jessica Ho, Content Marketing Specialist
Jessica Ho
Content Marketing Specialist
Hi, I'm Jessica, Content Marketing Specialist at 7shifts! I'm writing about all things related to the restaurant industry.
