What is in this article?:
- Menu innovation, value drive limited-service traffic
- McDonald's rules the value space
Restaurant chains attract customers with new products and value offerings, Placed Insights finds.
McDonald's rules the value space
Consumers who had recently visited McDonald’s, Burger King or Wendy’s were also surveyed about their habits regarding those chains’ value menus.
McDonald’s Dollar Menu proved to be the most popular, with 77.3 percent of visitors ordering from the Dollar Menu in the past month. Wendy’s menu finished second, with 59.5 percent of its customers using Right Price Right Size. Burger King was just behind, with 58 percent of its customers ordering from the BK Value Menu.
Consumers with children had a higher propensity for using value menus than people without children. Burger King indexed highest with this group at 110, compared with 104 for Wendy’s and 103 for McDonald’s, the report found.
Burger King showed no gender bias in those who ordered from its value menu, while both McDonald’s and Wendy’s skewed female, with index scores among women of 106 and 104, respectively.
McDonald’s Dollar Menu indexed highest with consumers in the 18-to-24 age group, at 115, while Burger King skewed oldest, garnering an index score of 117 with the 35-to-44 demographic. All three chains’ value menus indexed above average with consumers making $25,000 per year or less, with no significant differences in income distribution, Placed Insights found.
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