The news: Recent US immigration enforcement is disrupting hospitality staffing and demand, even as most companies in the sector have avoided publicly criticizing policy changes.

A National Restaurant Association survey of more than 900 restaurant operators, conducted between January 16 and February 6, 2026, suggests immigration policy changes are creating operational and workforce challenges.

• 55% of operators reported that their businesses had been hurt by recent immigration policy changes.
• 37% said they experienced declines in sales or customer traffic.
• 25% reported difficulty hiring and retaining workers.
• 18% said some employees did not come to work.

Overall, the findings suggest that immigration policy has affected both labor availability and restaurant sales.

Why it matters: The union Unite Here, which represents 300,000 workers at hotels, restaurants, casinos, and airports in the US and Canada, said those pressures are visible in day-to-day operations. “There is a reality of immediate revenue loss and declining service standards when hotels and restaurants don’t have enough workers,” Enrique Fernández, the union’s general vice president for immigration, civil rights, and diversity, told EMARKETER.

The union released a report in mid-February contending that the Trump administration’s immigration crackdown was making workers fearful regardless of their immigration status, leaving scores of its members afraid to report for work.

Some consumer products companies have attributed softer sales to immigration concerns. Constellation Brands, Colgate-Palmolive, and Coca-Cola have noted weaker spending among Hispanic consumers, and restaurant chains such as Jack in the Box and Wingstop have cited reduced foot traffic in regions with large Hispanic populations.

The immigration crackdown has increased pessimism among Hispanics about their status in the US. A November Pew Research Center report found that 68% of Hispanic adults felt their situation had worsened from a year earlier, up sharply from 39% in 2019 and 26% in 2021. Fifty-two percent worry they, a relative, or a friend could be deported.

Implications for brands: With immigration enforcement expected to ramp up, companies that have been hurt as Hispanic customers pare their discretionary spending can’t expect conditions to change anytime soon.

Here are some strategies brands are trying:

• Increasing research and surveys of Hispanic consumers to understand behavior changes and guide marketing messaging.
• Diversifying growth beyond the Hispanic consumer base. Constellation is increasing its focus on premium beer and non-Hispanic consumer segments to expand sales.
• Shifting distribution toward at-home consumption and retail channels, reducing reliance on social gatherings to drive sales.