Value for Money Trends: Reward Schemes & Premium Deals Shaping Dining
6th April 2025
From our Savour the Krumb, we’re exploring how value for money is increasingly driving consumer choices in the foodservice industry. With cost pressures and shifting priorities, customers are focusing more on perceived value rather than just price. From reward schemes to premium meal deals, operators are adjusting their offerings to meet demand and stay ahead of the curve.
Value for Money
75% of customers describe themselves as being value led.
Cost of living continues to attract consumers to reward and loyalty schemes. With cost-of-living pressures continuing to strain household finances in the past few years this has prompted increased value scrutiny. Consumers are now shifting their priorities, opting for more intentional purchases which focus less on price alone and more on overall perceived value.
Value for money is increasingly driving consumer venue choices. 26% of decisions around where to eat or drink is driven around an operators perceived value for money credentials. Shifting priorities indicate that consumers are now making more intentional purchases, focusing less on price alone and more on overall perceived value.
Trend Development Highlights
87% of consumers prioritise ease of redemption when considering a reward scheme.
Reward Schemes. Many consumers are favouring operators offering reward schemes which aid in them seeking immediate gratification. In fact, Consumers prioritise ease of redemption when considering a reward scheme. Gone are the schemes offering seven stamps and then a free hot beverage. Consumers are now expecting consumer-centric benefits such as a free meal every Tuesday or gamified rewards, including a ‘spin the wheel’ game to unlock special discounts, freebies and competition entries.
Premium Meal Deals
Ages 18-24 were the age demographic that has become more value conscious, growing 2% YoY. This age demographic is also returning to the market as consumer confidence increases. Many operators are pushing good quality products with reasonable price points. Sandwiches are getting more elevated with deeper fillings and big flavour profiles but come with an affordable price tag. We are also seeing more premium meal deals now being more widely available.
Operators must continue to offer immediate rewards to entice consumers as value for money satisfaction ratings increased by +2.2% when consumers use a percentage-off promotion.
Breakfast drives growth as operators look to extend ranges and their own trading hours to tap into this lucrative day-part, especially the QSR sector. Breakfast is a key focus for many brands as it looks to capture on-the-go consumers seeking variety and those returning to habitual meal occasions before work. For QSR, the breakfast segment represents a growth opportunity for operators as consumer morning routines have normalised and also the reduced pressure on finances boosts appeal. Many operators are now expanding their breakfast ranges to include English muffins, wraps, breakfast burgers and more, all within a value price point.
Snacking dayparts continue to rise, with the return of millennials to the market. This demographic tends to be more open to exploring new flavours but also enjoys socialising, especially with partners and work colleagues. The return of the work social is something that is evident in the widening of dayparts, as snacking occasions increase to 10% in coffee and sandwich shops. Plus many operators are expanding into hot food-to-go, such as chicken strips, hot wedges, and pizza slices for workers to take with them on the way to their pub of choice.
At Kara, we’re committed to helping you stay ahead in the ever-evolving foodservice industry. Whether you’re looking to enhance your offerings, improve customer experiences, or discover new ways to elevate your menu, we have the solutions you need. Get in touch with us today or browse our range of wholesale products to give your menu the upgrade it deserves.
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