Why Regular Customers Matter More Than Ever
This article is sponsored by Square.
As Canadians become more deliberate about where they spend, restaurants are competing for something increasingly valuable: a place in their customers’ regular routines.
Square’s 2026 Local Economy Report explores how local businesses are connected through the customers they share — and what those relationships can mean for resilience and growth. Drawing on Square transaction data and a survey of more than 1,000 Canadian consumers and business owners, the research offers a closer look at how Canadians are spending in their neighbourhoods and what keeps them coming back.
For restaurants, the findings arrive at an important moment. When budgets tighten, dining out can be one of the first areas consumers reconsider: 31% of Canadians surveyed said they would reduce spending at full-service restaurants first. But consumers aren’t necessarily stopping spending altogether. Instead, they’re becoming more selective — looking for experiences that feel worth the money. In fact, 61% said they would continue shopping at a local business even if prices increased, provided they received better value in return.
That makes loyalty particularly powerful. Square found that regular customers generate nearly six times the annual value of one-time visitors nationally, driven not by bigger transactions, but by consistently coming back.
And those regulars don’t exist in isolation. Nearly three-quarters of Canadians surveyed say they sometimes visit multiple local businesses on the same trip, while 49% of Toronto sellers and 55% of Vancouver sellers share regular customers with at least one other local business.
For operators navigating a value-conscious consumer, the takeaway is bigger than discounts. Value, convenience, consistency and human connection can turn an occasional guest into a regular — and regulars into part of a stronger local economy.
Want to dig into the data? Explore Square’s 2026 Local Economy Report for more insights into what Canadian consumers value, what keeps them coming back and how local businesses can build stronger customer relationships.
