Value menu
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.[1] 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.
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[edit] United States
[edit] Arby's
Arby's announced the launch of their value menu on April 9, 2010.[2] 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.[3]
[edit] Burger King
Burger King added a value menu in 1998 with items priced at 99¢ (USD).[4] In 2002[5] and 2006, BK revamped its value menu, adding and removing products at 99¢, and later increasing some prices to $1.39.[6] Many of these items have since been discontinued, modified or relegated to a regional menu option.[7]
[edit] McDonald's
After numerous attempts beginning in 1991,[8] experimenting with a variety of menus and pricing strategies,[9] McDonald's launched its first national value menu, the Dollar Menu, in late 2002.[10]
[edit] Taco Bell
In 1988, Taco Bell lowered the prices of all new items and launched the first three-tiered pricing strategy and free drink refills.[11] In 2010, Taco Bell introduced the $2 Meal Deals menu, featuring a menu item (i.e., a chicken burrito, a beefy 5-layer burrito, a double decker taco, or a Gordita supreme), a bag of Doritos, and a medium drink. [12]
[edit] Wendy's
Wendy's 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.[13][14][15]
[edit] References
- ^ Super-sizing, value meals, and customer loyalty
- ^ Arby's (April 9, 2010). "ARBY’S LAUNCHES NATIONAL VALUE MENU STARTING AT $1" (Press release). http://www.arbys.com/admin_upload/press_rlse/Value%20Menu%20National%20Release%204910FINAL.pdf. Retrieved 2011-04-13.
- ^ >arbys.com. "New Arbys's Value Menu". arbys.com. http://www.arbys.com/menu/. Retrieved 2011-04-13.
- ^ Burger King (March 16, 1998). "Burger King Debuts New 99¢ 'Great Tastes' Menu" (Press release). PR Newswire. http://www2.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/3-16-98/435564&EDATE=. Retrieved 2010-04-04.
- ^ "Burger King promotes new menu". South Florida Business Journal. August 12, 2002. http://www.bizjournals.com/southflorida/stories/2002/09/09/daily63.html. Retrieved 2007-10-09.
- ^ Burger King (February 28, 2006). "Burger King Introduces Value Menu" (Press release). Media Post. http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=40366. Retrieved 2010-04-04.
- ^ BKC publication (July 2007). "US Regional Menu Nutritional Brochure" (PDF). Burger King Holdings. http://www.bk.com/Nutrition/PDFs/regional_menu.pdf. Retrieved 2007-10-24.
- ^ Richard Martin (January 7, 1991). "McDonald's kicks off value menu blitz". Nation's Restaurant News. http://findarticles.com/p/articles/mi_m3190/is_n1_v25/ai_9328004/. Retrieved 2010-04-04.
- ^ "McDonald's Continues Dollar Menu Brand Campaign With Bilingual Spots[...]" (Press release). Business Wire. June 12, 2002. http://www.highbeam.com/doc/1G1-87117044.html. Retrieved 2010-04-04.
- ^ "McDonald's Spices Up Dollar Menu Price Attack.". Knight Ridder/Tribune Business News. November 27, 2002. http://www.highbeam.com/doc/1G1-94875321.html. Retrieved 2010-04-04.
- ^ "Our Company: History". tacobell.com. http://www.tacobell.com/company/. Retrieved 2007-02-05.
- ^ "Taco Bell - $2 Meal Deals". tacobell.com. http://www.tacobell.com/company/newsreleasearticle/two-dollar-meal-deal. Retrieved 2011-12-05.
- ^ wendys.com (February 5,2007). "About Us: The Wendy's Story". wendys.com. http://www.wendys.com/about_us/story.jsp. Retrieved 2007-02-05.
- ^ Stuart Elliot (February 6, 2006). "Wendy's Returns 99¢ to Its Place on the Price Pedestal". nytimes.com. http://www.nytimes.com/2006/01/06/business/media/06adco.html?ei=5088&en=db0652bc7a82f9e8&ex=1294203600&partner=rssnyt&emc=rss&pagewanted=all. Retrieved 2007-02-05.
- ^ York, Emily Bryson (April 7, 2008). "Value menu battleground". Crain's Chicago Business (Crain Communication, Inc.). http://www.chicagobusiness.com/cgi-bin/article.pl?article_id=29608.
[edit] External links
- Fast Food Steps Up Value Menus. Bruce Horovitz, January 11, 2006. USA Today, Money.
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