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…