Sales may be steady in some places, but uncertainty still defines the industry. Consumer confidence is shaky, traffic is uneven, and operators are feeling the pressure from rising costs and tighter margins. In this environment, value has become the deciding factor. Not just in price, but in experience. Guests want to feel like they’re getting something meaningful for their money — whether it’s through convenience, service, or loyalty. Operators who treat value as a short-term fix are struggling. The ones who make it a core strategy are staying in the game.
THE ERA OF “JUST ENOUGH” IS OVER
According to the National Restaurant Association, 95% of operators say guests are more value-conscious than ever. That’s not surprising. Inflation may have slowed, but higher menu prices are still pinching wallets. Guests are watching what they spend — and where. Applebee’s brought back its 2 for $25 platform after testing new promos that didn’t stick. IHOP is doubling down on pancakes and price integrity. Cracker Barrel, Jack in the Box, and Biscuitville are leaning into familiarity and comfort. People don’t just want a meal. They want to feel like they made the smart choice.
OFF-PREMISES DINERS WANT A REASON TO STAY LOYAL
Delivery guests are some of the most value-sensitive of all. The Association’s 2025 Off-Premises report showed 82% of delivery customers look for deals before they place an order. And nearly 80% said they’d shift their ordering habits to take advantage of time-based discounts. Yet price scored the lowest in satisfaction across delivery, takeout, and drive-thru. Guests love the convenience — but they notice the markups. Operators that respond with real-time offers, daypart incentives, or bundled savings are standing out. Those that don’t? They’re losing orders.
DIGITAL DESIGN NEEDS TO SPEED UP, NOT SLOW DOWN
Value doesn’t just live on the plate — it lives in the interface. Too many restaurant brands have over-designed their digital experience. A confusing checkout flow or slow-loading menu can kill a great deal before it ever lands. Guests aren’t on your app to be wowed by design. They want to find food fast and pay without friction. If your digital UX adds steps or gets in the way, it’s hurting your value perception. Simpler, faster, and mobile-optimized is the new premium.
COST PRESSURES AREN’T AN EXCUSE TO GO QUIET
Yes, the macro conditions are tough. Labor costs are still rising. Tariffs and supply shifts are adding pressure. But according to Technomic, most operators aren’t cutting back — they’re getting sharper. Ingredient swaps, pricing adjustments, and smarter promos are the new playbook. “Everyday value” is the phrase to remember. That means consistent deals guests can count on, not panic discounts when sales dip. It also means loyalty that makes sense. Portillo’s launched its Perks program in March. It’s already helping drive traffic and higher checks, even with macro headwinds.
VALUE ISN’T A GIMMICK — IT’S A GROWTH STRATEGY
This trend isn’t about racing to the bottom, but it’s about listening to your guests. They’re saying they’ll keep coming — but only if it feels worth it. They want quality and service, but they also want to walk away thinking, “That was a smart spend.” When you build value into your service, pricing, tech, and promos, you don’t just drive one-time traffic. You build long-term trust.
VIGOR’S VIEW
In 2025, value isn’t a line item, but it’s a mindset. The brands that treat it like a system — one that spans pricing, digital, loyalty, and experience — are pulling ahead. Your guests know what value looks like, and they know when it’s missing. Make it effortless to find, easy to feel, and impossible to ignore. Need help building a smarter value strategy? That’s exactly what we do. Let’s talk.
Make sure to keep an eye out for Part 2 of our Restaurant Realities 2025!
