Consumers are redefining what “value” actually looks like in today’s foodservice environment, and it’s not always what operators expect.
Datassential’s latest research shows that while bundled meals continue to gain traction (with consumers relying on combos more than twice as often as a year ago), perceived value isn’t just about bundling. It’s also about volume and usefulness. In fact, when given the choice at the same price point, 59% of consumers say a large pizza delivers better value than a burger-fries-drink combo, compared to just 24% who choose the combo.
That gap highlights a key shift in how consumers think about value. A combo meal may feel convenient, but a large pizza offers something more tangible: shareability, leftovers, and flexibility across multiple eating occasions. In a time when consumers are stretching every dollar, the ability to serve multiple people, or provide another meal later, outweighs the simplicity of a single-serve bundle. It’s also why formats like pizza continue to perform well as consumers increasingly weigh not just price, but how far their purchase goes.
At the same time, away-from-home behavior is shifting. Consumers are visiting QSRs, c-stores, and supermarket prepared food more often while pulling back from higher-cost segments. Taken together, the data points to a broader recalibration: value today is defined by practicality, portion, and perceived return, not just price tags or bundled offers. For operators, that means rethinking how value is communicated, moving beyond a simple “meal deals” mentality toward formats that clearly deliver more for the spend.
