Beyond Price: The Evolution of Value in Foodservice
Did someone smile at me? According to industry leaders, that’s the new benchmark for value in foodservice. New operational learnings demonstrate that foodservice value is no longer about discounts, deals or just getting more food for less money—it’s about making customers feel valued. And that’s a whole different ballgame.
The Old Value Playbook: Coupons & Combos
For decades, “value” meant a straightforward proposition: buy one, get one; stack it high, sell it cheap. But let’s face it—today’s consumers have evolved. According to new Datassential consumer data, price and convenience still matter, especially for quick-serve restaurants (QSRs), but even QSRs are seeing value ratings drop. Finding the right price point is still essential, but consumers are craving something more: service, quality and the sense that they matter.
The Feeling Economy: Service & Experience
New Datassential restaurant insights show that service uniquely drives value in fine dining. But why should high-quality, thoughtful service stay bottled up with white-tablecloths and beautiful tweezer food? QSRs and limited-service restaurants (LSRs) are narrowing their focus on service as well. Take Habit Burger for example, they have spent the year trying to better understand what hospitality looks like in a digital world and have not lost sight of the importance of human connection.
“We have to recalibrate because the hospitality now looks different. What are the meaningful moments of connection that guests crave and yet (while demanding) the convenience of digital at the same time?” chief operating officer Iwona Alter said in a recent interview with Nation’s Restaurant News.
Another great LSR example is Starbucks with their continued commitment to enhancing customer experience through improved employee satisfaction. They took a people-first tech strategy and filled 500,000 more shifts by prioritizing worker well-being and creating a more seamless (and yes, more human) experience for customers. When frontline workers feel empowered, customers feel the difference.
Transactional Value is Out, Experiential Value is In
Customers are no longer content with just a meal, they want a moment. The spark behind this shift is a stubborn drop in foot traffic, fueled by a 30 percent jump in menu prices since 2019. Whether dining in, ordering delivery or grabbing takeout, patrons are looking for an experience that makes them feel appreciated, seen and—dare we say it—special. It’s no longer about giving value; it’s about making customers feel valued. And let’s face it—this has always been the essence of great hospitality.
According to a recent interview with Nation’s Restaurant News, Eric Blumenthal, Coca-Cola’s senior vice president of foodservice commercial leadership and growth, says he agrees that there has been a shift in the consumer definition of what value means.
“The experience has not kept up with that,” Blumenthal said. “I’m not saying you don’t need to have a hot price point, but you also have to have the things that will keep customers coming back—quality, experience, convenience, did someone smile at me? Customers don’t want to feel transactional when they’re spending 30 percent more.”
Minding the Value Gap
Datassential points out a troubling trend: value ratings are declining overall, especially in QSRs, while fine dining and convenience stores are raising the bar with improvements in quality, innovation and experience. There’s a lesson here: value and innovation are connected. Consumers associate higher quality and unique, innovative offerings with higher value—even if it costs a little more.
Value Menuing
So how does all of this translate to flavor on the menu? Top foodservice thought leaders are taking bets on global offerings being a big part of the value equation. Global flavors are winning at foodservice operations by creating unique, memorable experiences that make customers feel like they’re part of something special, which is a key aspect of modern value perception.
According to a recent Forbes chef survey, diners are craving authentic global experiences with a diverse array of international formats and flavors. Restaurants that don’t take advantage of these rising trends risk leaving themselves vulnerable to losing customers.
When operators bring bold, authentic tastes to the menu—whether it’s a sausage gravy spiked with harissa or a tangy spread of chimichurri on a steak panini, they aren’t just ingredients, they’re experiences waiting to happen.
Final Bite: Make Them Feel Valued
In 2025 and beyond, the most successful operators will be those who see value not as a transaction, but as a feeling. Smile at them. Surprise them. Make them feel like they belong—no matter if they’re in a quick-serve line or at a fine-dining table. Because when customers feel valued, they keep coming back. And that’s the kind of value that never goes out of style.