Why Restaurant Owners Should Focus on the Top 10% of Earners – and How to Do It

Introduction

Recent data show that the top 10 % of earners in the U.S. now account for nearly half of all retail spending (49.2 % in Q2 2025).  For restaurant owners, that’s a powerful signal: if a small segment of consumers is responsible for so much of the spending, then tailoring your strategy to attract and retain that segment could move the needle significantly.

This post explores what this means for restaurants, why it matters, and lays out practical steps you can take to position your business to appeal to high-earning diners.

What the Data Say

• According to analysis by Moody’s Analytics and reporting by Morning Brew, households in the top 10 % income bracket represented 49.2 % of total consumer spending in Q2 2025 — up from 48.5 % in Q1.
  
  

• This suggests that spending growth is increasingly concentrated in the highest-earning households, while middle and lower-income consumers are more static in their spending.
  
  

• For restaurants and hospitality businesses that rely on discretionary spending (dining out, premium experiences), this concentration means that the “top tier” of consumers comprises an increasingly important target.
  
  

Why This Matters for Restaurants

1. Discretionary spend trends

Dining out is a discretionary behavior. When households have more disposable income (and feel financially secure), they are more likely to eat out, try premium restaurants, and spend on experiences rather than just necessities. The top 10 % are exactly the group whose spending power is growing.

2. Premium segment opportunity

If nearly half of all spending is coming from the top 10 % of earners, a restaurant that successfully attracts even a modest share of that segment can drive disproportionate revenue growth. Rather than only broadly appealing to “everyone,” a refined focus on higher-income guests can yield stronger returns.

3. Marketing efficiency

Marketing dollars are finite. By focusing your promotion, loyalty programs, menu design, and guest experience on high-earning customers, you may see better ROI because you’re targeting the segment that's spending more anyway.

4. Experience over commodity

As spending concentrates in the top tier, consumers in that segment may be more willing to trade not just for food, but for experience, ambiance, exclusivity, premium service, and differentiation. Restaurants that lean into that can differentiate themselves.

Strategic Actions for Restaurant Owners

Here are concrete steps restaurants can take to leverage this data and optimize for high-earning customers:

A. Understand your high-earning guest

• Define what “top 10 % earner” looks like in your market — e.g., household income over $250 k/year (some analysis uses that as a benchmark)
  
  

• Use your guest data (POS, loyalty system, reservations) to identify which of your current guests fall into higher-spend segments. Look at average check size, frequency, party size, special occasions.
  
  

• Conduct guest surveys or partner with local market research to profile their preferences: what they value (service, exclusivity, design, wine list, chef reputation).
  
  

B. Refine the menu & pricing

• Introduce premium menu items or chef’s experiences (tasting menus, wine-pairing dinners, premium ingredients) that appeal to higher spenders.
  
  

• Offer VIP or “members only” events, pre-booking for high-end experiences, or limited-edition dishes.
  
  

• Use dynamic pricing for peak times or exclusive experiences—higher spenders are less price-sensitive when value is clear.
  
  

• Ensure the overall guest experience (ambience, service, presentation) aligns with what high-earning guests expect. High price isn’t the only signal—cohesive experience is critical.
  
  

C. Targeted marketing & loyalty

• Create a loyalty tier or invitation-only club for your highest-spend guests. Offer perks (priority bookings, custom menus, chef interaction).
  
  

• Use segmentation in your email/SMS marketing: tailor messages that highlight premium experiences, new menu launches, wine dinners, private events.
  
  

• Leverage influencer and community partnerships that attract high-income audiences (luxury lifestyle media, corporate events, networking groups).
  
  

• Use digital geo-targeting (ads, social) in affluent ZIP codes, and show messaging that emphasizes “experience,” “exclusive,” “chef’s table,” not just “cheap eats.”
  
  

D. Optimize the space & service

• Premium seating/rooms: Consider reserving private dining rooms or elevated spaces for high-spend guests.
  
  

• Staff training: High-earning guests often expect polished service, deep product knowledge, flexible options. Investing in staff training pays off.
  
  

• Ambience & design: Upgrading décor, lighting, sound, and wine/spirits selections signals a premium experience that justifies higher spend.
  
  

• Upsell gracefully: Train staff to suggest premium menu items (e.g., “For your celebration we offer a reserve wine pairing…”), and ensure it aligns with guest mood rather than feeling pushy.
  
  

E. Measure and iterate

• Track key metrics: average check size of targeted segment, repeat visit rate of those guests, incremental revenue from premium menu items.
  
  

• Compare spend growth among higher-income guests vs. general guests. If growth is disproportionately from the top segment, ramp up focus.
  
  

• Solicit feedback from your high-earning guests: what do they value, what would make them visit more often, what experiences would they pay more for?
  
  

Challenges & Considerations

• Exclusivity vs. accessibility: Focusing on high earners is a strategy — but you must ensure you’re not alienating your broader base. If you move too upscale, you risk losing volume. It’s about balance.
  
  

• Economic sensitivity: High-income consumers may have higher spending capacity, but they are not immune to economic shifts. Some analysts caution that relying only on this segment may leave you vulnerable.
  
  

• Regional differences: Top-10 % earners vary greatly by geography in terms of income threshold, spending habits, and dining preferences. Tailor your strategy to local dynamics.
  
  

• Authenticity: High-earning guests often value authenticity, quality, uniqueness—if your strategy feels inauthentic or gimmicky, you’ll lose credibility.
  
  

• Data privacy & segmentation ethics: As you profile guests and segment your marketing, make sure you respect guest privacy and maintain trust.
  
  

Conclusion

The statistic that the top 10 % of earners account for nearly half of U.S. retail spending isn’t just a macroeconomic headline—it’s a strategic opportunity for restaurant owners who are willing to think strategically about their guest base. By understanding this high-spend segment, refining menu/pricing, tailoring marketing and experience, and measuring results, you can tap into a disproportionate share of spending power and drive differentiated growth for your restaurant.

In today’s competitive dining market, cultivating the “premium guest” segment may not just be nice to have—it could be a key lever for sustained revenue growth.