Navigating Changing Definitions of Value

Value is no longer just about low prices. Consumers increasingly equate value with food quality, taste, and portion size. By updating approaches to accommodate the new value perceptions, you can potentially sidestep price wars while driving customer satisfaction and loyalty.

Unexpected perks and thoughtful gestures can create emotional connections and experiences that feel worthwhile. Instead of offering discounts, add to the customer experience. First Watch has recently doubled the portion size of meat in their popular Tri-Fecta breakfast without raising prices and has empowered managers to “surprise and delight” customers with the occasional complimentary juice or entree.² The chain has recently recorded its best same-store traffic result in more than two years.²

A signature, over-the-top menu item can help justify price points while fueling traffic and brand credibility. At BJ’s restaurant, their Pizookie (signature ice-cream-topped pizza cookie) has helped drive traffic for two straight quarters as part of their $13 Pizookie Meal Deal. The Pizookie itself went viral on TikTok earlier this year after customers discovered the off-menu Pizookie Platter, a pizza-sized version of the dessert that combines four different Pizookie flavors in one.²

Limited-time and exclusive items create urgency and excitement, encouraging consumers to act fast or miss out. LTOs have long been a great tool with which to create menu news and draw in a crowd. In April 2025, Shake Shack took the idea of a limited concept further with their Dubai Chocolate Pistachio Shake, offering it at only 30 restaurants. The initial exclusivity of this offering drew lines out the door with some units selling out in minutes.²

Meeting consumer needs is not always about the biggest portion for the cheapest price. Rather than offering more for less, McDonald’s plans to bring back Snack Wraps in 2025, using their newly introduced chicken strips.² On the sweeter side, the McDonald’s Mini McFlurry offers a small-sized treat. While it’s less bang for your buck compared to a full-size McFlurry, it meets the consumer desire for small, permissible indulgences on the go.¹

Updates to the menu can capture attention, refresh the experience, and reignite consumer interest. At Sweetgreen, new better-for-you Ripple Fries generated a short-term sales lift after their introduction in March, showcasing that new formats—even simple ones—can reinvigorate the menu and drive visits.¹ If featuring a new menu item isn’t realistic, consider a simple refresh to a menu favorite that features a consumer-loved brand.

Bottom Line: Consumers are asking: “Is it worth it?” To answer yes, operators must look beyond price. Whether it’s portion size, taste, service, or brand recognition, value today is multi-dimensional. However you decide to deliver value to customers, it’s essential to take a balanced approach that delivers quality and consistency at a price that feels fair.

What can you do today? Consumer-loved brands, provided on the tabletop or called out on the menu, help reinforce the premium quality of your offerings. With a full portfolio of branded staples, Smucker Away From Home can help add value and enhance customers experiences with ease.

¹ Datassential 2025 Trend Report, published December 2024
² Restaurant Business Online, Restaurant chains turn to value and marketing as they navigate a tough market, May 2025
³ Technomic Consumer & Operator Outlook Report Q1 2025 April 2025