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Fast-Food Luxury: How QSRs Can Put The ‘Value’ Back In Value Meals

Published on October 25, 2024
By PAR Team

The dollar menu is dead. A 2024 LendingTree study found that 78% of Americans view fast food as a luxury, mourning the loss of affordable meals from their favorite quick-service restaurants (QSRs). With menu prices soaring over 60% between 2014 and 2024, the industry faces a startling shift in perception—yet it’s choosing to lean into luxury rather than fight it.

As inflation tightens wallets, brands are crafting solutions that don’t compromise on value or quality but leverage them. Through cutting-edge loyalty programs and restaurant technology, savvy QSRs are creating experiences that justify their new “luxury” status. The goal is to retain budget-conscious consumers while fostering a loyalty that can withstand economic turbulence.

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Tiffany Disher, General Manager, MENU North America

Tiffany Disher

General Manager, MENU North America

Tiffany Disher, General Manager, MENU North America, an omni-channel ordering solution to futureproof restaurant’s growing digital sales needs. Before taking on this new role in January 2023, she was an integral part of Punchh’s growth story. She has advised hundreds of customers over the past eight years on their loyalty strategies both from a base program standpoint as well as ongoing marketing strategies. Before Punchh, Tiffany worked for Schlotzsky’s where she supported the brand marketing team by leading loyalty, eClub, R&D, Franchise advisory council and marketing analytics. Tiffany has her Bachelor’s of Science in Economics from University of Oregon and Master’s in Business with a specialty in Marketing from Baylor University. An avid golfer, hiker and mom of two small children, Tiffany spends her limited free time entering into baking competitions.