Both value and indulgence are reflected in the fastest-growing dishes at limited-service operators. LSRs can work to balance these two to greater appeal to consumer wants and needs.
Value meals are making up a large portion of the fastest-growing dishes at limited-service restaurants, with bowl, burrito and quesadilla value meals all showing growth on these menus. With overall prices on the rise, these value meals can entice the price-minded consumer. Additionally, several of these value options are globally inspired, particularly Mexican burrito and quesadilla value meals. These meals are often served with chips and/or a drink. And the majority of bowl value meals appearing on menus are customizable, offering value in a different way by allowing consumers to get exactly what they’re looking for.
Cheesesteak sandwiches—a classic comfort food—are also showing growth on limited-service menus. This indulgent sandwich is made with steak and melted cheese, often topped with peppers and onions. Some limited-service operators are putting a spin on the classic sandwich by offering it in wrap form.
Another indulgent item on the rise at LSRs is ice cream cake/pie. Interestingly, this is typically a multiserve dessert, meant for several people. The rise of this dessert at LSRs could indicate that more consumers are looking to take dessert home to share.
Source: Technomic Ignite Menu data, Q2 2022-Q2 2023
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