Value Remains Undisputed Driver of Restaurant Traffic

For the past year, value meals have consistently drawn customers to restaurants, but new Circana research prompts a critical question: How can brands differentiate themselves and cultivate lasting loyalty in a market saturated with value propositions? The report found that value buyers are 33 percent more likely than other consumers to choose value menu items at competing restaurant chains, showing their tendency to seek deals across brands.

“Deals can become stale if they remain unchanged, so it's crucial to keep them fresh and engaging,” Tim Fires, President of Global Foodservice at Circana, told Modern Restaurant Management (MRM) magazine. “By refreshing both the deals and the messaging while maintaining a clear value proposition, restaurants can capture and retain customer interest. To build lasting loyalty, restaurant brands must connect with consumers where they are and today, they are managing through economic uncertainty.”

The report’s other key findings include: 

• Consumer-perceived value menu traffic increased by one percent across the total foodservice industry in the quarter ending June 2025, building on two percent growth from the previous year. This growth is particularly significant given that overall restaurant traffic declined by one percent during the same period, demonstrating the effectiveness of value menus as traffic drivers.

• Lower prices are a powerful incentive, with 50 percent of lapsed diners saying discounts would prompt them to return to restaurants.

• Among households with incomes below $75,000, the appeal of lower prices is even stronger, with 54 percent reporting they would increase visits.

Fires suggests value menus or offers should reflect a brand’s uniqueness while remaining fresh. 

“It's essential for brands to rotate their offers and introduce elements of surprise. For instance, family-oriented brands could feature a value menu item meant for sharing, such as a special dessert or appetizer. They could also offer seasonal variations of existing menu items and tie promotions to seasonal events, like the State Fair, which allows them to tap into the nostalgia trend.”

David Portalatin, senior vice president and industry advisor for Food and Foodservice at Circana, cautions brands to remember that consumers don’t define value by price alone.

"Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success."

Brands need to understand the patterns of regular and infrequent guests alike. 

“While it's important to know what customers say they value, it's equally crucial to understand their actual behaviors,”  Fires said. “We help our clients by tracking both their buying behaviors and attitudes. This combination helps our clients uncover what truly matters to consumers.

Additionally brands need to continue leveraging their loyalty programs to maintain strong connections with their customers, Fires noted. 

“While advertising is also an effective way to engage, it's crucial to strategically identify the right audience and timing for your message.”