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High earners can trade their Sweetgreen and Just salad for less healthy lunch options As diners are pouring in fast price Above all else, according to one report.
According to Richard Shank, vice president of innovation at the market research firm TechnomicFor the first time this year, value has overtaken traditional factors such as quality, service and portion size and has become the primary driver of perception. price In restaurant, Bloomberg report,
This is a significant change from previous years, Shank said, when pricing was fourth on the priority list. This also means that once health-conscious consumers can opt for McDonald’s newly revamped value menu Instead of Sweetgreen, which once sold salads for $17, according to the outlet.
The fast-food industry has long relied on discounts to attract budget-conscious customers. According to executives at both chains, McDonald’s has found success with offers like the $5 Sausage McMuffin with Egg Meal and the $8 Big Mac Meal, while Burger King’s $5 and $7 meal deals are also resonating strongly with value-focused diners. bloomberg Report.
According to the outlet’s report, some consumers who previously purchased fast-casual salad bowls are now “trading up” to fast-food options in search of value without sacrificing convenience.
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Taco Bell’s parent company, Yum! Brands have noted this shift, and McDonald’s CEO Chris Kempczinski highlighted that the chain is increasingly attracting higher-income customers who still want affordable food.
Data from market research firm Circana supports this trend. Food service consultant David Portalatin said the proportion of lunches purchased from restaurants, cafeterias and other food-service outlets remained steady at 23 percent for the three months ending in September.
This suggests that customers leaving fast-casual chains like Sweetgreen aren’t giving up eating out entirely, but they may be switching to more affordable fast-food options.
Chains like Chick-fil-A and Taco Bell are well-positioned to capture these customers, offering comparable options like Crispy Chicken Salad or Chipotle-style bowls. In Manhattan, these meals typically cost around $11, making them a competitive option for value-conscious diners seeking both convenience and quality.
Another way to balance price and profitability is to adjust portion sizes. Earlier this month, Just Salad found success in Manhattan by reducing the price of one of its Market plates from $14.99 to $9.99, resulting in more than doubling typical customer purchases.
Similarly, Sweetgreen is looking for ways to attract more diners by reevaluating its pricing strategies. The chain has introduced a loyalty program offering occasional discounts, added some lower-priced seasonal menu items and launched a $10 bowl in December.
To attract repeat customers, Sweetgreen may need to consistently offer lower-priced options, which could put further pressure on the already thin profit margins typical of the fast-casual industry. bloomberg Gives suggestions.
Adjusting portion sizes may work well with the increasing number of people on GLP-1 weight loss medications.
Many “healthy” lunch bowls at fast-casual restaurants can exceed 1,000 calories, bloomberg Reports that some dieters may be higher than expected, especially those taking medication. These smaller portions at lower prices may appeal to these customers, providing better alignment between cost, calorie content and perceived value.