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How do consumers define a menu's value?

Taste, quality and freshness are the three biggest factors.
Photograph: Shutterstock

Taste, quality and freshness are the three biggest determinants of a menu’s value, according to consumers. Here’s a look at which attributes diners say create value at both limited—and full-service restaurants, according to Technomic’s 2019 Value & Pricing Consumer Trend Report

Taste/flavor

Limited-service restaurant: 84%

Full-service restaurant: 83%

Quality 

LSR: 75%

FSR: 78%

Freshness

LSR: 72%

FSR: 72%

Portion size 

LSR: 57%

FSR: 62%

Variety 

LSR: 38%

FSR: 45%

Healthfulness

LSR: 29%

FSR: 30%

Customization 

LSR: 26%

FSR: 20%

Uniqueness 

LSR: 13%

FSR: 16%

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