Why Value Perception Is Everything
In an era where price sensitivity is surging and trust in big brand pricing is eroding, understanding how Gen Z evaluates fast food offers is critical. Younger consumers are watching prices closely, and they’re calling out when the math doesn’t add up. Today’s winning value menus aren’t just about low prices—they’re about perceived fairness, familiarity, and flexibility.
What the Data Says
- 52% of consumers say they choose restaurants based on lower prices, with 68% reporting they now pay close attention to menu prices. Nation’s Restaurant News
- 46% of Gen Z diners say deals and specials are a deciding factor in where they eat. 65% use value-for-money as a key criterion. Modern Restaurant Management
- 78% of Americans now view fast‑food meals as a luxury due to rising prices, with 65% shocked by recent bills. Food & Wine
What Shoppers Told Us
“You know, I hate it. You know why? Because there was a 2 for $5 deal and that was valid. You can get like a quarter pounder, a Big Mac. It was like a sausage egg McMuffin or something like that and something else. Then they took the quarter pounder off and they replaced it with a f**king wrap. Who's getting the wrap for 2 for $5? You know what I mean? I was gonna get a quarter pounder and a Big Mac for $5 and then use that little McDonald's app to get my free fries for Friday with the FFF. I don't like it. Bring back the 2 for $5. I like that better. I only go here when I'm broke anyways.”
Why this quote matters: Avian’s frustration illustrates the importance of consistency, clarity, and perceived deal value—especially when brand trust is already fragile.
Recommendations for Brands
- Bring Back Familiar Value Tiers: Test legacy offers like 2-for-$5 that built trust before experimenting with abstract pricing models.
- Use Data to Optimize Popular Pairings: Design bundles with clear consumer favorites—not underwhelming swaps like wraps.
- Leverage Loyalty App Promos: Integrate app-based incentives (e.g. “Free Fries Friday”) with meal deals to drive digital adoption and increase perceived value.