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Do Value Menus Pay?
Sandelman & Associates, Jan 2008, Pages: 23
Not sure whether to add value menu items or enhance your value menu? Sandelman & Associates’ 'Do Value Menus Pay?' could provide some answers.
Sandelman & Associates added some timely questions to its National Quick-Track® Study in October-December 2008 to develop this special report. The objective of this report is to quantify the significance and usage of value menu items at fast-food restaurants and to provide direction to clients who need to know whether adding value items might affect chain usage and purchase frequency.
There are some important differences among usage segments and demographics that restaurant operators and suppliers should consider. Do consumers think it’s important to offer a value menu when they’re deciding where to dine? Are value menus more successful at certain dayparts or service modes? This report provides answers.
For purposes of this study, “value” menu items are priced at a lower than normal price. “Value” menu items are usually offered on a permanent basis, rather than limited-time offers. Some chains offer a value menu that includes several items at a set price, while other chains offer value items at different prices. Combo meals are not considered to be value menu items.
The report includes a PowerPoint presentation of the findings with a bullet point summary of each key measure and an Executive Summary. It also includes Excel tables that detail all key data for each measure broken out by heaviness of QSR usage, chain type usage, gender and age.
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