A renewed focus on combo meals is helping fast casual burger restaurant chains generate more visits by bargain-conscious consumers, according to a new report from NPD Group.
The research firm said overall visits to buy combo meals at burger restaurants climbed by 1 percent in the year ended Feb. 2016 compared with the previous corresponding year, and the entire increase was driven by combo meal deals. Such deals – comprised of at least three menu items for a bundled price – had been on the decline in popularity for several years as consumers looked for more choices and the ability to customize their meals.
Combo meal purchases specifically at lunch and dinner rose from 6 percent in the year that ended February 2015 to 8 percent in the most recent period. The increase resulted in 110 million more combo meals being sold among a total of 686 million orders specifically during the lunch and dinner periods.
It was also noted that several chains have launched value-oriented combo means that provided new choices in the last six months.
Source: meatingplace.com, 4-28-2016