alue plays a major role in dining decisions, in part because
getting a good value is often
how consumers justify eating
out. While the idea of value is subjective,
consumers commonly define good value at
restaurants in terms of getting a fair price
for generous portions of great-tasting, quality food.
As labor and food costs continue to drive
menu prices up, expect restaurants to focus
more on value that is driven by service, quality and convenience.
The Value Equation
Food and cost are top aspects of value, but
service and atmosphere still play a considerable role.
This attribute hierarchy is similar across
all segments measured. While consumer
expectations for these factors change
depending on the segment, their overall
importance in the value equation generally
The importance of taste and flavor signals
that craveability is strongly tied to value.
More younger consumers than older ones
say customization and uniqueness create
value; younger consumers tend to drive
demand for innovation.
Healthfulness is not a top priority in
terms of value creation, but it can be a traffic
driver because consumers increasingly seek
healthier options from foodservice.
While cost and food weigh most heavily in
the value equation, service is top of mind
among consumers who were asked about
ways in which restaurants can provide them
While the idea of value is subjective, consumers
have some common perceptions of what makes
dining-out occasions worthwhile. By Bret Yonke
with better value moving forward.
Requests for both friendlier and faster
service were often mentioned, suggesting
foodservice operators need to zero in on
making sure their staff provide attentive
service with a smile. At the end of the day,
consumers simply want to be welcomed and
feel like the staff appreciates their visit.
With automation on the rise, the human
element will play a more prominent role in
the value equation. Less human interaction
means the face-to-face interactions that do
occur will become even more important.
Having staff on hand to assist with newly
implemented ordering tech can help to
ensure consumers don’t feel alienated, and
greeting guests with a smile and thanking
them for their visit is sure to go a long way
toward delivering a welcoming and friendly
Technomic’s latest learnings on the high-growth category
Food and Beverage Attributes
That Create Value
Influence of Attributes
on the Value Equation
Services and Amenities That Create Value
• Service trumps amenities such as free refills
and drive-thrus when it comes to creating
value, meaning quick, friendly service should
be a focal point for operators.
• Order accuracy is closely tied to speed of
service and creates value by eliminating
potential hassles that can ruin the flow of
a dining experience.