Circana Reports Value Menus Drive Restaurant Traffic Growth

This year, many industry players have responded to consumers' demand for affordable value amid turbulent and unpredictable economic times.

The surge in value meals has sparked a competitive wave of advertising and marketing, emphasizing to customers that quality foodservice can be enjoyed without breaking the bank.

"It's important for restaurants to remember that value is rarely defined only by price," said David Portalatin, senior vice president and industry advisor for Food and Foodservice at Circana. "Operational excellence in providing quality, affordability, great experiences...

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