With the soft economy forcing people to keep tighter grips on their wallets, the fast-food sector is increasing its focus on value.
Local and national chains are creating or adding to their low-price value menus to convince customers they can still afford to eat out.
Wendy’s has a trio of 99-cent sandwiches; Arby’s has its 2-for-$4 and 5-for-$5.95 offers; and Boston Market recently started offering nearly a dozen meals for $5 each.
Restaurant operators say they’re trying to keep the customers they have and also snag customers who are trading down from higher-priced eateries.
“Brand loyalty is something everybody is working on now, and it’s something they hope they have when times get a little tougher,” said Pete Meersman, president of the Colorado Restaurant Association.
Wendy’s was the first to debut a value menu in 1989 and adds and removes items regularly to keep it updated. The three 99-cent sandwiches have become hot sellers.
“Obviously, the whole value- menu arena is certainly a place of intense competition right now, and it’s because of consumer needs and consumers looking for a break during these challenging economic times,” said Bob Bertini, spokesman for Wendy’s.
Boston Market just priced 11 items at $5, nine of which feature the chain’s signature rotisserie chicken.
“The $5 price point is an important part of the new vernacular in the restaurant industry,” said Angela Proctor, spokeswoman for Golden-based Boston Market.
The value offers and marketing messages surrounding them are also intended to act as drivers for future visits, said Lynn Modisette, vice president at the Bailey Co., which owns 59 Arby’s, most in Colorado.
At the Bailey Co.’s locations, where business has been steady but not booming, the economy inspired the Golden-based operator to offer deals not required by the national chain.
The company launched a Monthly Classic this year, which includes bundles of 2 for $4 and 5 for $5.95 of assorted sandwiches and other items, and the 3-for-$6 classic roast-beef sandwich, which is the bundle for September. The offer had been around since last year but was not a regular monthly item. This year, the company put out a schedule so consumers can plan to stop by and is marketing the bundles.
“We knew that customers are looking for value, and we decided to bring it back and let them know what the value is,” Modisette said. “We felt this is the right thing to do in this time.”
A taste of the deals
Arby’s: Local stores are selling 3 classic roast-beef sandwiches for $6. In October, the deal changes to 2 Super Roast Beef Sandwiches for $4. Always on the menu is the Pick 5 for $5.95, which includes sandwiches, beverages, fried products and turnovers.
Boston Market: Eleven items priced at $5, including the one-quarter Rotisserie Chicken, a side and cornbread; the Classic Chicken Salad; and the Rotisserie Chicken Pot Pie.
Burger King: Newest additions include the Cheesy Bacon BK Wrapper at breakfast and the Spicy Chicken BK Wrapper for lunch and dinner, both $1.39.
Subway: Foot-long sandwiches for $5 on the Every Day Value Menu include Meatball Marinara, Cold Cut Combo, Spicy Italian, Veggie Delite, BLT and Tuna.
Wendy’s: The Double Stack Cheeseburger, Junior Bacon Cheeseburger and Crispy Chicken Sandwich are 99 cents each.
