Value-Driven Messaging Fuels Increased Traffic

Despite 93 percent  of QSR operators indicating they raised prices in 2024, nearly two-thirds (64 percent) reported increased traffic across all dayparts, according to TransUnion’s QSR Industry Report: Bridging the Affordability and Profitability Gap. More than two-thirds (67 percent) that “significantly increased” value-driven messaging saw an extremely positive effect on customer traffic, while only 53 percent of those who raised prices but only “somewhat increased” emphasis on value-driven messaging saw the same result. 

"There were two main takeaways from our findings: Those brands that instill value in their menus and effectively communicate that value to consumers will likely outperform operators that do not," Mark Rose, Senior Director of market strategy for TransUnion’s travel and hospitality business, told Modern Restaurant Management (MRM) magazine. "Also, leveraging demographic data to augment loyalty programs and special offers was a critical factor in…