Animal fat shortenings supplier Coast Packing Co. is releasing new findings from a national consumer survey showing that the type of cooking oil a restaurant uses is no longer just a back-of-house decision. A 2026 Coast Packing Co. survey of 1,005 US consumers finds that 43% of Americans say a restaurant's cooking oil influences where they choose to eat. What's more, the data reveals a sharp generational split: younger diners are nearly twice as likely as older Americans to let cooking fat shape their dining choices.

43% of US consumers say a restaurant’s cooking oil influences their dining decision. Courtesy of Coast Packing Co.

Current data shows that there's a strong preference for animal fats, and it's driving where diners decide to eat.

When asked which cooking oil they want restaurants to use, nearly one in four diners (24.7%) prefer traditional animal fats — such as butter or beef tallow — compared with 15.6% who prefer seed or vegetable oils. That represents a roughly 60% higher preference for animal fats. The findings suggest that what's in the fryer is becoming a deciding factor at the door.

The generational divide

The gap between younger and older diners is striking. More than half of diners ages 18–34 (52%) say knowing whether a restaurant uses beef tallow or seed oils affects where they choose to eat. Among those 55 and older, that number drops to 33% — a 19-point difference that the restaurant industry may not yet fully appreciate.

The divide sharpens further when diners face a direct choice. When presented with two otherwise identical restaurants — one cooking with beef tallow, the other with seed oils — nearly one in three adults ages 18–34 (31%) pick the beef tallow option. Among those 55 and older, 19% make the same choice. Gen Z diners choose beef tallow at 29%, millennials at 28%, compared with 19% of Boomers.

Among the youngest diners, butter preference alone rises to 25%, and beef tallow preference reaches 11.4% — compared with 5.8% among those 55 and older, who are less than half as likely to choose it.

"What we're seeing from younger customers is that they care about how their food is made," said Greg Hozinsky, corporate chef at Coast Packing Co. "Specifically, they're asking about which cooking oils are used. Current data shows that there's a strong preference for animal fats and it's driving where they decide to eat. That's a signal restaurants can't afford to ignore, especially those that want to lock in repeat, loyal customers."

From taste to dining decisions

Coast has tracked consumer attitudes toward animal fats for more than a decade. Earlier research found growing openness to lard and beef tallow, particularly among younger diners who associate them with better flavor and old-school cooking. This latest survey moves beyond attitudes to actual dining behavior, asking not just what consumers think about cooking fats, but whether those opinions translate into where they spend their money. The results suggest they do.

The findings align with broader industry signals. Whole Foods Market's 2026 food trend forecast named beef tallow as an emerging ingredient gaining visibility on menus. Market analysts project continued growth in the global tallow sector through 2030. And while the survey does not suggest a sweeping change in restaurant kitchens overnight, it does indicate that cooking fat — long treated as a back-of-house operational choice — is becoming a front-of-house consideration for a growing share of diners.

Source: Coast Packing Co.