Value menu
Encyclopedia
A value menu is a group of menu items at a fast food restaurant
that are designed to be the least expensive items available. In the US
, the items are usually priced between $0.99 and $1.49. They are offered together at a lower price than they would cost individually. Value meals are a common merchandising
tactic to facilitate bundling
, up-selling
, and price discrimination
. The perceived creation of a "discount" on individual menu items in exchange for the purchase of a "meal" is also consistent with the Loyalty Marketing
school of thought. Additionally, the term is based on value theory
, which utilizes certain marketing tactics to encourage people to spend more money than they originally intended on their purchase.
The portion size, and/or number of items included with the food, are usually but not always related to the price.
announced the launch of their value menu on April 9, 2010. Items on the value menu vary based on location, but typically include small or value size roast beef sandwiches, curly fries, milkshakes
, chicken sandwiches
, ham and cheddar sandwiches
, and turnovers
.
added a value menu in 1998 with items priced at 99¢ (USD
). In 2002 and 2006, BK revamped its value menu, adding and removing products at 99¢, and later increasing some prices to $1.39. Many of these items have since been discontinued, modified or relegated to a regional menu option.
launched its first national value menu, the Dollar Menu, in late 2002.
lowered the prices of all new items and launched the first three-tiered pricing strategy and free drink refills.
is generally credited with being the first fast food chain to offer a value menu in October 1989, with every item priced at $0.99.
Fast food restaurant
A fast food restaurant, also known as a Quick Service Restaurant or QSR within the industry itself, is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service...
that are designed to be the least expensive items available. In the US
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, the items are usually priced between $0.99 and $1.49. They are offered together at a lower price than they would cost individually. Value meals are a common merchandising
Merchandising
Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. In the broadest sense, merchandising is any practice which contributes to the sale of products to a retail consumer...
tactic to facilitate bundling
Product bundling
Product bundling is a marketing strategy that involves offering several products for sale as one combined product. This strategy is very common in the software business , in the cable television industry Product bundling is a marketing strategy that involves offering several products for sale as...
, up-selling
Up-selling
Upselling is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale. Upselling usually involves marketing more profitable services or products but can also be simply exposing the customer to...
, and price discrimination
Price discrimination
Price discrimination or price differentiation exists when sales of identical goods or services are transacted at different prices from the same provider...
. The perceived creation of a "discount" on individual menu items in exchange for the purchase of a "meal" is also consistent with the Loyalty Marketing
Loyalty marketing
Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives...
school of thought. Additionally, the term is based on value theory
Value theory
Value theory encompasses a range of approaches to understanding how, why and to what degree people should value things; whether the thing is a person, idea, object, or anything else. This investigation began in ancient philosophy, where it is called axiology or ethics. Early philosophical...
, which utilizes certain marketing tactics to encourage people to spend more money than they originally intended on their purchase.
The portion size, and/or number of items included with the food, are usually but not always related to the price.
Arby's
Arby'sArby's
Arby's is a fast food restaurant chain in the United States and Canada. Roark Capital Group owns 81.5% of the company, with Wendy's Company owning the other 18.5%. It is primarily known for selling roast beef sandwiches and curly fries. The Arby's menu also includes chicken sandwiches, appetizers,...
announced the launch of their value menu on April 9, 2010. Items on the value menu vary based on location, but typically include small or value size roast beef sandwiches, curly fries, milkshakes
Milkshake
A milkshake is a sweet, cold beverage which is made from milk, ice cream or iced milk, and flavorings or sweeteners such as fruit syrup or chocolate sauce....
, chicken sandwiches
Chicken sandwich
A chicken sandwich or chicken burger is a boneless, skinless, breast of chicken on a hamburger bun topped with condiments and trimmings. Invented by Chick-fil-A in 1964, the chicken sandwich has become a popular American food choice....
, ham and cheddar sandwiches
Ham and cheese sandwich
The ham and cheese sandwich is a common type of sandwich. It is made by putting cheese and sliced ham between two slices of bread. The bread is sometimes buttered and toasted. Vegetables like lettuce, tomato, onion or pickle slices can also be included...
, and turnovers
Turnover (food)
A turnover is a kind of pastry made by placing a filling on a piece of dough, folding the dough over, and sealing it. Turnovers can be sweet or savory and are often made as a sort of portable meal or dessert, similar to a sandwich....
.
Burger King
Burger KingBurger King
Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain...
added a value menu in 1998 with items priced at 99¢ (USD
United States dollar
The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....
). In 2002 and 2006, BK revamped its value menu, adding and removing products at 99¢, and later increasing some prices to $1.39. Many of these items have since been discontinued, modified or relegated to a regional menu option.
McDonald's
After numerous attempts beginning in 1991, experimenting with a variety of menus and pricing strategies, McDonald'sMcDonald's
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948...
launched its first national value menu, the Dollar Menu, in late 2002.
Taco Bell
In 1988, Taco BellTaco Bell
Taco Bell is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., which serves American-adapted Mexican food. Taco Bell serves tacos, burritos, quesadillas, nachos, other specialty items, and a variety of "Value Menu" items...
lowered the prices of all new items and launched the first three-tiered pricing strategy and free drink refills.
Wendy's
Wendy'sWendy's
Wendy's is an international fast food chain restaurant founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States. The company decided to move its headquarters to Dublin, Ohio, on January 29, 2006. It has been owned by Triarc since 2008...
is generally credited with being the first fast food chain to offer a value menu in October 1989, with every item priced at $0.99.
External links
- Fast Food Steps Up Value Menus. Bruce Horovitz, January 11, 2006. USA TodayUSA TodayUSA Today is a national American daily newspaper published by the Gannett Company. It was founded by Al Neuharth. The newspaper vies with The Wall Street Journal for the position of having the widest circulation of any newspaper in the United States, something it previously held since 2003...
, Money.