Consumers’ Value Perceptions Shift Toward Consistency, Freshness

Consumer perceptions of value are evolving, with consistency and freshness of food closing the gap with price as elements that matter the most.

According to a report from Datassential’s recent Elevate event, 52% of the commercial foodservice consumers say they have changed their perceptions of value. For them, consistency (67%) and freshness (67%) are the value elements that have grown most in importance, ahead of bundle and meal deals (66%), order accuracy (64%), and portion size (64%).

A low base price, by contrast, sits at 59%, though still cited by a majority of consumers.

When asked what changes would most improve value, 54% of the commercial foodservice consumers cite lower prices — better quality ingredients (35%), fresh ingredients (31%), and larger portions (29%) follow closely. When facing rising costs, 47% prefer keeping the same portion size at a slightly higher price, versus 35% who would accept a smaller portion at the same price, and just 18% who would tolerate lower-quality ingredients. 

When a restaurant raises its prices, the commercial foodservice consumers say they will stay but adjust — 28% say they would pay more for what they want, 19% would cut something from their usual order, and 17% would downsize. Also, 66% say they would mention the higher prices to others, rising to 69% at their favorite restaurant.

Loyalty programs can help soften that response.

Seventy percent of consumers who are enrolled in a foodservice loyalty program feel more valued when offered member-only specials, with 32% saying exclusivity significantly raises their perception of value, while 38% say it somewhat does. When it comes to driving membership signup for consumers interested in exclusive offers, a free item to use immediately tops the list at 58%, followed by an instant 20% off the bill at 53%, and a buy-one-get-one-free offer on the next visit at 52%.

The findings come as Datassential’s 2025 Value Equation report showed that lower prices and value-based deals, while still motivating the purchasers, are becoming less powerful traffic drivers than they were in 2022, as consumers grow increasingly drawn to craveable and unique menu items.