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Why consumers, not restaurants, are dictating value

Published on September 23, 2024
By PAR Team

After facing rising costs and tough economic conditions since 2022, restaurants are scrambling for customers. To entice these guests, brands from McDonald’s to Chili’s and Applebee’s rolled out value meals, combos and buy-one-get-one offers to draw people in the door over the past few months.

Even independent restaurants have participated in the value promotions, adding 3,250 combo menu items during the summer, with new combo additions peaking between July 28 through Aug. 10, according to SpotOn data emailed to Restaurant Dive. Independents also added 210 BOGO items, with additions increasing by 90% from the week of Aug. 4 to the week of Aug. 11. Bottomless menu items and All You Can Eat offers were both up 30% from the week of Aug. 4 to the week of Aug. 11.

“When the economy is good or the economy is bad, you’re seeing some version of a combo meal from chains, maybe seasonal or value-based,” said Kevin Bryla, CMO and head of consumer experience at SpotOn.

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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.