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Coupons and discounted meals are increasingly likely to drive traffic

Study conducted by Technomic reveals the latest data on consumer perceptions, attitudes and behaviors with regards to value and pricing in the foodservice industry

CHICAGO, July 27, 2017—Price remains a prominent factor in the value equation. Despite an improving economy, disposable personal income growth has slowed compared to 2015 and consumers continue to search for savings. Specials and promotions that are increasingly likely to drive traffic include discounted meals, coupons, combo meals and all-you-can-eat specials. While price is a driving force in the value equation, there are other important aspects that factor in.

“Operators will increasingly focus on value that is driven by quality, service and convenience to meet rising consumer demand”, explains Kelly Weikel, director of consumer insights at Technomic. “Highlighting sustainable ingredients can help with quality perceptions, while greeting guests with a smile and thanking them for their visit goes a long way on the service front. As expectations for convenience increase and new technology emerges, offering the right mix of tech-based amenities will be key to enhancing the value proposition.”

Key takeaways from the report include:

  • Fifty-seven percent of consumers say that the use of sustainable foods creates good value at restaurants
  • Forty-eight percent of consumers ages 18-34 say they are seeking out higher-quality menu items than they were two years ago
  • Thirty-one percent of consumers say they use deal apps and websites – among these consumers, 43% do so on a weekly basis

Compiling findings from more than 1,500 consumers, as well as Technomic’s MenuMonitor and Digital Resource Library, the comprehensive 2017 Value & Pricing Consumer Trend Report serves as a guide for foodservice operators and suppliers to understand how consumers define value and which attributes most influence the value equation.

Technomic publishes a complete library of Consumer Trend Reports. To learn more, please visit or contact one of the individuals listed below.

Press Inquiries and Report Details: Kelly Weikel, (312) 506-3830, or
Purchasing Details: Patrick Noone, (312) 506-3852, or

About Technomic
Only Technomic, a Winsight company, delivers a 360-degree view of the food industry. We impact growth and profitability for our clients by providing consumer-grounded vision and channel-relevant strategic insights. Our services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Our clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit us at

About Winsight, LLC
Winsight LLC is a business-to-business media, event, data and information company specializing in the convenience-retailing, restaurant and noncommercial foodservice industries. Winsight has an extensive media portfolio with leading publications, including CSP, Convenience Store Products, Restaurant Business, FoodService Director, and now Grocery Headquarters as of June 2017. Winsight Media offers a suite of digital products, including websites, e-newsletters, webinars, video, apps and custom marketing solutions. The Winsight Events group produces exclusive large-scale executive-level conferences, including Restaurant Leadership, Global Restaurant Leadership, FARE Conference, Outlook Leadership, Convenience Retailing University, FSTEC, Restaurant Trends & Directions and MenuDirections. Winsight also owns Technomic Inc., the leading provider of market information and advisory services for the food industry. For more information on Winsight and its brands, go to or

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