The New Rules of Restaurant Value

It’s been more than five years since the pandemic, yet it continues to affect how the foodservice industry operates. Consumers have dramatically changed the way they dine out—or order in—and those changes look to remain the same for years to come.

For one, they’ve redefined what value is. And, according to a trends forecast by Datassential, that doesn’t necessarily mean that they’re looking for lower costs on entrées.

“Price is not the top factor consumers equate with value,” the report from the leading market research firm stated. “The top five most important factors for consumers when deciding if a food or beverage at a restaurant is a good value are:"¹

1. Great taste (69%)

2. Quality of products (56%)

3. Portion size (41%)

4. Low price (37%)

5. Healthy/nutritious (24%)

Datassential continued, affirming that consumers’ purchasing behavior has had a profound impact on restaurants and other foodservice businesses.

“Consumers’ way of thinking about value and what it means has shifted,” the report added, “and the value strategies businesses create in 2025—and the years ahead—should take into consideration this new more nuanced and complex ‘value’ definition.”¹

Another important takeaway from the report: “84% of consumers typically purchase an entrée when they go out to eat at a restaurant. But 29% of consumers who order an appetizer say it’s the item they’d most likely skip if they were trying to save money, making a meal deal the perfect way to give them what they want at a price they’re comfortable with.”¹

Redefined value where it matters

The Datassential report also stated that “one-fourth of consumers say combo meal deals/bundles are the most appealing type of restaurant deal/promotion.”¹ These are the types of promotions that really took off during the pandemic, and many operators saw the value of keeping them permanently on their menus.

For example, in Washington D.C., which has always been underrated as a dining mecca, its impressive variety of global eats is finally getting its moment. Most of those establishments offer daily deals to entice customers to make them a regular destination.

At Bistro Aracosia, an authentic Afghan restaurant that’s twice won the Diner’s Choice Award for OpenTable (as well as accolades from Forbes, The Washington Post and Washingtonian Magazine), the menu is valued for its tasty vegan and vegetarian dishes.

Much thought goes into these entrées, such as Sabzi Lawaan (slow-cooked greens in a garlic yogurt-based stew), Nakhoud & Mushroom Lawaan (spicy tomato-based stew with garlic yogurt, chickpeas and mushrooms) and Kabob-E-Samarooq (marinated-and-charbroiled portobello mushroom, zucchini, onions and tomatoes), each topped with fresh cilantro and served with saffron rice. There are plenty of beef, chicken and seafood dishes and stews as well, which makes decisions even more difficult to make.

That’s likely why the most popular deal at Bistro Aracosia is the Dinner with Wine Special. For $110, two people may choose two appetizers, two entrées, two side dishes and two desserts, plus one bottle of wine, basmati rice, bread and chutneys. It’s also key to note that chef Sofia Masroor prepares all the dishes with “no artificial ingredients, no MSG or preservatives are used, nor do we cook anything with nuclear such as microwaves and pre-made stations,” she said. Now, that’s a restaurant that hits high on all five important value factors, from “great taste” to “healthy/nutritious.”

Redefined value: family feasts

When it comes to family meal deals, fast-food and fast-casual chain restaurants have perfected the concept. From Popeyes' $30 Family Feast² of ample pieces of fried chicken, biscuits and sides to Taco Bell’s Meal for 4³ with tacos, quesadillas and sides, the deals are enough to satisfy those consumers looking to feed a family on the cheap.

Others may be looking for a little more creativity when it comes to value. That’s where independent eateries may shine—especially in Texas, where everything is big and meant to share. Several restaurants in Houston certainly fit the bill.

Toro Toro, a Pan-Latin steakhouse tucked inside the Four Seasons hotel, is ideal for sharing quite a few dishes. From the signature swordfish dip topped with house-made pickled chili to churrasco (a platter with cuts of Brazilian-style picanha steak, rib-eye, chicken Cusco and 52-ounce tomahawk that is mezcal-flambéed and carved tableside), guests come here for the generous portions.

There’s also Huynh, which offers a Vietnamese family meal experience. The communal dishes include popular bites like shaking beef, chargrilled short ribs and stir-fried bok choy. And Houston mainstay Pizzitola’s is the type of venue where guests may share BBQ dishes. When they order the family-style platter with a choice of meats, like brisket or pork spareribs priced by the pound, they get sides such as pinto beans or potato salad.

Family feasts, or family-style meals, should always feature dishes that guests want to share. That’s the entire point, so that they have a positive experience together.

Inspiration for redefined value

For more inspiration and ideas, check out these weeknight feast recipes from the Simplot Culinary Team: