Technomic Inc. study reveals that consumer desire for feel-good dining experiences is a key element of the current foodservice value proposition

Press release

While price will always play a major role in the value proposition, Canadian consumers’ definition of foodservice “value” is comprised of many factors, including service, ambiance and, most importantly, the quality of menu offerings. Delivering on these multidimensional elements of value is crucial as today’s consumers’ seek an overall fun, unique dining experience where they can connect with friends or family. Technomic’s Canadian Value & Pricing Consumer Trend Report finds that the ability to deliver a high-quality, memorable dining experience that makes guests feel valued ensures guests feel good about the overall experience.

“When consumers’ expectations for value are met, they feel good about the dining experience and are more likely to visit again,” explains Kelly Weikel, director of consumer insights. “Promoting the overall experience, including the menu and the elements that foster the connective experience, will help meet current expectations for value.”

Compiling findings from more than 1,000 Canadian consumers, as well as Technomic’s MenuMonitor, Consumer Brand Metrics and Top 200 Chain Restaurant Report, the Canadian Value & Pricing Consumer Trend Report also reveals:

  • 74 percent of consumers say “value” is very important in their decision of where to dine;
  • 55 percent of loyalty card holders are very likely to base their restaurant decision on a loyalty membership;
  • The most influential deals are “Half-Off Specials” and “Discounted Meals.”

The Canadian Value & Pricing Consumer Trend Report is one of many topics in Technomic’s Consumer Trend Report series offering the most current analysis, insight and opportunities to help grow your business. Our best-in-class intelligence combines 50 years of foodservice expertise with critical findings from over 7,000 menus per year and nearly 30,000 annual consumer interviews.

The emotional factor will play a greater role in Canadian diners' definition of value

Technomic publishes a complete library of Consumer Trend Reports. To learn more, please visit or contact one of the individuals listed below. For Technomic updates, please follow us on Twitter, LinkedIn or our blog.

About Technomic

Only Technomic, a Winsight Company, delivers a 360-degree view of the food industry. We impact growth and profitability for our clients by providing consumer-grounded vision and channel-relevant strategic insights. Our services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Our clients include food manufacturers and distributors, restaurants and retailers, or other foodservice organizations, and various institutions aligned with the food industry. Visit us at

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