Dive Brief:
- Forty-seven percent of operators plan to add discounts, deals or value promotions this year, according to the National Restaurant Association’s State of the Restaurant Industry 2025 report.
- This is a slight slowdown from last year, when 53% of operators offered such diner incentives.
- Despite a reduction in operators crafting value offerings for consumers, 95% of operators said diners are more value conscious now, per the NRA report.
Dive Insight:
While restaurants’ approach to value was largely focused on price last year, operators will need to tie value to food quality and customer service to drive repeat visits, experts said. According to the NRA, that could mean marketing affordable pricing alongside cleanliness and friendly staff.
“In 2025, the meaning of ‘value’ to the dining consumer will extend beyond price to include a mix of experience, hospitality and affordability,” the NRA said in a press release. “Research highlights that welcoming environments and socialization are key motivators for consumers.”
Prices will continue to be top of mind for diners. Seventy-five percent of all adults surveyed said they would consider a daily special, discount or value promotion when going to a QSR, snack shop, deli or coffee shop, per NRA’s report.
Limited-service operators had more success attracting customers than full-service restaurants last year. Fifty-one percent of QSRs said limited-time offers were successful campaigns, while 45% said value/combo meals helped attract customers.
McDonald’s $5 Meal Deal helped drive traffic and sales during its third quarter before an E. coli outbreak in late October stalled momentum. The burger chain launched its McValue platform in January to try and rebuild lost traffic and sales. Chains like Taco Bell, Subway and Del Taco added value offerings in January, as well.
Comparatively, only a quarter of family dining and casual dining operators each said limited-time offers worked in attracting diners. Value/combo meals at a reduced price were successful for 15% of family dining and 11% of casual dining operators, per NRA’s survey.
Chili’s has been an exception. During its fiscal Q2 2025 ending Dec. 25, the chain’s comparable sales leapt 31%, largely driven by a roughly 20% increase in traffic. The chain invested heavily in ads emphasizing its value, including its 3 for Me and Triple Dipper menu items.
