What Customers Value: A View from Restaurants, Convenience Stores, and Grocery Service Delis

 

In today’s evolving foodservice landscape, the definition of value has expanded far beyond just price. Consumers navigating restaurants, convenience stores, and grocery store delis are increasingly driven by a combination of fiscal mindfulness, time-saving solutions, and meal satisfaction. Yet the lens through which each customer base views value is shaped by both the location and lifestyle context of the purchase.

1. The Restaurant Customer: Value Beyond the Menu

From a restaurant customer’s viewpoint, value begins with affordability but doesn’t end there. The National Restaurant Association’s 2025 Off-Premises Report reveals a compelling shift in consumer mindset: although operators might assume convenience is king, 82% of delivery customers cite value offers—like deals and discounts—as a primary decision driver, ahead of loyalty programs or tech convenience.

Despite digital ordering surging in popularity, price dissatisfaction remains high: only 67% of delivery customers are satisfied with pricing. That disconnect points to a harsh reality—value perception erodes when third-party delivery fees or inflated menu pricing undercut the meal’s worth.

From the Grocerant Guru’s perspective, restaurants must reframe off-premises occasions as at-home meal experiences. Success lies in:

·       Offering limited-time offers (LTOs) and BOGO promotions.

·       Introducing discounted time-sensitive deals to capture off-peak traffic.

·       Enhancing perceived value with bundle meals that appeal to families or groups.

Consumers will wait. They’ll drive. But they won’t overpay. That’s the new restaurant value equation.

 

2. The Convenience Store Customer: Value is Fast, Flavorful, and Flexible

Convenience store customers, long stereotyped as speed-seeking impulse buyers, now crave quality bundled with affordability. In the grocerant space, value here means fast access to fresh, flavorful, mix-and-match meal components at a reasonable price.

The Grocerant Guru® has long tracked how C-stores are stealing share from fast-food chains by meeting customers where they are—both physically and psychologically. These customers define value through:

·       Speed with satisfaction—the meal must be ready in minutes but taste like it came from a kitchen.

·       Daily combo deals that rotate to avoid menu fatigue.

·       Portability and portion control, especially during lunch and snacking occasions.

Consider Wawa’s hot hoagie bundles, or Casey’s pizza-meal deals. Both leverage everyday value pricing with freshly made foods, drawing traffic during both peak and off-peak hours.

According to the Grocerant Guru®: “When convenience stores blur the line between fresh meals and fast service, they become the new local dining solution.”

 

3. The Grocery Service Deli Customer: Value is Familiarity, Freshness, and Family-Centric

The grocery deli consumer is often budget-conscious, time-strapped, and seeking meal anchors they can trust. These customers often enter the store knowing dinner must be solved—and solved fast.

Value in this channel means:

·       Meal component bundling—pairing protein, starch, and vegetable sides into ready-to-serve kits.

·       Transparent pricing that compares favorably to dining out.

·       Seasonal or event-specific deals like Sunday roasts, game-day platters, or holiday “family happy meals.”

The National Restaurant Association found that four in five off-premises customers would shift their order time if a discount were offered during non-peak hours. Grocery delis, with established shopper traffic patterns, are uniquely positioned to drive incremental purchases through:

·       Real-time markdowns on hot bar items near closing time.

·       Daily deal boards featuring rotating deli staples.

·       Cross-merchandising (e.g., a rotisserie chicken + side salad + artisan bread for $9.99).

As the Grocerant Guru® puts it, “The grocery deli isn’t about price alone—it’s about saving dinner without compromising tradition or taste.”

 

Consumer Value in 2025: Final Thoughts

Across all segments, value isn’t a static dollar amount—it’s a dynamic relationship between price, product, and perceived effort saved. Whether it’s:

·       A restaurant offering a weekday bundle for under $12,

·       A convenience store discounting pizza slices after 7 PM,

·       Or a grocery deli bundling lunch for four under $20—

Consumers are looking for value that aligns with their reality: one where time is short, money is tighter, and meals must still bring comfort.

 

Three Value Recommendations from The Grocerant Guru®

1.       Offer Dynamic Deals: Use time-sensitive discounts or real-time digital coupons to tap into off-peak ordering habits.

2.       Bundle Smarter: Bundle meals with drinks or desserts to increase the check average while reinforcing value.

3.       Empower Family Meals: Position value offerings as family-saving solutions—budget-friendly, fresh, and flavorful alternatives to fast food.

Want to discuss how to refine your value positioning in today’s foodscape? Let’s talk strategy with the Grocerant Guru®.

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