Value for Restaurants is an Economics Discipline, Not a Coupon Strategy
When McDonald’s CEO Chris Kempczinski said publicly that combo meals priced above $10 were damaging value perception, it forced the company to lean into value meals to restore traffic. That is the kind of structural fix that comes after value perception has already eroded.
If your menu price hikes have already slowed traffic, a last-minute discount push won’t rebuild trust—you’ll need a deeper look at how customers define value in your operation. This isn’t just about promotions; it’s about whether your core offerings still align with what guests expect to pay for quality.
When McDonald’s CEO Chris Kempczinski said publicly that combo meals priced above $10 were damaging value perception, it forced the company to lean into value meals to restore traffic. That is the kind of structural fix that comes after value perception has already eroded.
This article lives at QSR Magazine. We linked it because we found it valuable for F&B operators.
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