Why Every Meal Feels Like a Real-Time Auction

Consumers are no longer deciding between a traditional set of restaurant options: they're considering a wider range of meal solutions including grocery and c-store, and evaluating which best solves a specific need, whether that's convenience, value, quality, speed, indulgence, or even social connection. 

“Consumers are effectively holding a real-time auction for every meal occasion,” said Graham Humphreys, CEO of The Culinary Edge. “The winner is rarely the cheapest option. It's the one that delivers the clearest value for that moment; Value equals experience/price and these days takes experience more and more into consideration.”

Traffic Is Fragmenting

The issue isn't that consumers have stopped eating away from home, it’s actually the opposite, at a macro level traffic continues to grow, he noted. However, traffic is fragmenting across a much larger competitive set. 

“Grocery prepared foods, home assembly solutions, convenience stores, beverage chains, are all competing for occasions that restaurants once owned. At the same time, each segment has become more and more saturated – Cafes, QSR, Fast Casual, Casual Dining, local chains, regional chains, national chains, consumers have more choice than ever and are scrutinizing value more closely; Evaluating quality, convenience, consistency, and experience alongside price, virality and increasingly rapid trends in ingredients and diet.”

A Structural Shift

This is largely a structural shift, Humphreys and The Culinary Edge team believe, being the pandemic forced people to re-evaluate their day-to-day routine. 

A dining moment is the transaction. An occasion is the underlying need.

“Inflation accelerated the behavioral changes, but consumers have become accustomed to having more options and greater flexibility with less friction. Once consumers learn they can satisfy the same occasion through multiple channels, that expanded consideration set rarely shrinks back.”

What was once a McDonald’s in a small town, is now 20+ options for a quick family dinner, or 10+ options for how to satisfy that craving for a burger, he added, noting that overall away-from-home traffic has grown, just not as fast as the number and variety of meal solutions available in the marketplace. 

Identify the Occasion

Operators should focus less on the meal itself and more on the role they play in consumers' lives, what problems are they solving in people’s lives, Humphreys said, that’s the design thinking mentality that more and more restaurants have begun to embrace.

“A dining moment is the transaction. An occasion is the underlying need. Consumers don't buy lunch; they buy convenience during a busy workday, connection with friends, or a reward after a long week.”

To better compete, brands should start by identifying the occasion they want to own, he added. 

“The strongest brands aren't trying to be everything to everyone. They are known for solving a particular need better than alternatives, whether that's an affordable celebration, a convenient family dinner, a premium lunch, or an indulgent treat. Once that occasion is clear, menu, operations, technology, pricing, and hospitality should all reinforce it.”

Think Beyond the Traditional

Additionally, with  GLP-1 users seeking smaller portions and others choosing snacks over meals, operators should think beyond the traditional meal structure, Humphreys said. 

“Consumers increasingly want flexibility, portion control, and snackable formats. Operators should consider smaller portions at a price point that affords a new occasion, customizable offerings, lighter options, and products designed for specific dayparts or moments. The goal isn't necessarily to sell less food, but to better match how consumers want to eat today at different moments in their lives.” 

Operators should not try to win on price alone, winning as a commodity rarely provides the necessary margins to grow, especially for a new brand, Humphreys said. Operators should focus on making their value visible through stronger execution, greater consistency, better quality, reduced friction, and a guest experience that feels worth choosing. 

“The brands outperforming today are giving consumers a clear reason to visit, not just a discount. Discounts have proved not to be a durable way to gain guests, you win the auction once, but not in the long-term. In a busy world, you can say very few things about yourself – Winning brands in 2026 have distilled an incredibly clear reason to buy in, and the brand loyalty follows.”