NRAS Food Institute Interview with TCE President, Graham Humphreys

At the 2026 National Restaurant Association Show, TCE President Graham Humphreys joined Food Institute to discuss the consumer behavior shifts reshaping the restaurant industry. The conversation explored what TCE has identified as the "audit economy"—a growing tendency among consumers to scrutinize every food purchase and make increasingly deliberate decisions about where, when, and why they spend.

Humphreys outlined a key dynamic emerging across the industry: the bifurcation of dining occasions. Functional occasions, such as weekday lunches and convenience-driven meals, are increasingly being traded to grocery, convenience, and other lower-cost channels. At the same time, consumers continue to seek out restaurant experiences that feel emotionally rewarding, indulgent, and worthy of the spend. For operators, success depends less on competing solely on price and more on understanding the role their brand plays in a particular occasion.

The discussion also explored opportunities emerging across underdeveloped dayparts, including the late-afternoon transition between work and home and the evolving late-night occasion. Throughout the interview, Humphreys emphasized the importance of making intentional strategic choices—helping brands define where they can create the most value for consumers and build experiences that justify repeat visits.

The interview reflects TCE's ongoing work helping restaurant operators and foodservice brands navigate changing consumer expectations, identify high-value growth opportunities, and develop strategies rooted in real consumer behavior rather than conventional industry assumptions.