Deals Drive Consumer Dining Decisions

Sixty-one percent of consumers actively seek out coupons, rewards, or deals before deciding what to eat or buy, Datassential highlighted in its recent State of Value webinar.

Which discounts land depends on who is being asked. Gen Z over-indexes on time-based offers such as happy hour, while Boomers respond more to permanent ones such as a senior discount.

Operators have adopted some of these tactics more than others. Combo meals, daily menu specials with reduced pricing, and loyalty program rewards show both strong consumer interest and strong operator adoption. Broad discounts and buy-more-save-more promotions draw high consumer interest but far less operator uptake, representing untapped opportunity.

Value now ranks among the top considerations when consumers choose a restaurant (67%), second only to great taste (71%). “In 2026 and beyond, value will continue to be a make-or-break battleground for foodservice,” the Datassential webinar notes.

Price is not the only factor shaping that perception, but it is playing a growing role. The correlation between price point and perceived value ran above its historical average in 2025, meaning price is doing more of the work than it used to — but not all of it.

Datassential Trendologist Claire Conaghan said the shift reflects lower prices across casual and fine dining even as combo/value meal pricing has ticked up. “We are training the consumer to seek out the lowest price,” Conaghan said during the webinar. “But what they really want when they go to restaurants is taste.”

Convenience stores are moving in the opposite direction. Prices there are rising while perceived value holds steady, a trend Conaghan attributed to operators demonstrating menu innovation that consumers have noticed.