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Editorial
Worthiness: The New Value Meal
The pressure on consumers from inflation and economic uncertainty is getting more intense. The impact on foodservice operators is clear – how to convince a guest to spend that precious dollar at your establishment, or even to dine out at all? The trend strategists at San Francisco’s Culinary Edge call it “worthiness” to emphasize that it’s not just about the race to the cheapest food or best deal. Consumers still have money to spend at restaurants, but they are first making a calculation that it’s “worth it.”
In Menu Matters’ words:
"Value can be a trap for brands and operators. Even now, evidence suggests consumers are spending money on items and experiences they believe are worth the cost. The key question is how do you create a value proposition that protects prices and profit margins? What makes a dish or product engaging or important enough to spend the money even when money is tight?" - Maeve Webster, President, Menu Matters
"I’d encourage operators to look at their core customer and each occasion. For some customers, healthy attributes add to the value of an item, while others are seeking out indulgence, and at some times convenience is most important. It's about crafting a customer- and occasion-based value proposition." - Mike Kostyo, Vice President, Menu Matters
We see a strong place for pasta in this landscape, as is the case every time there are economic headwinds. Family meal bundles with pasta at the core can offer value and convenience for guests while protecting the margins for the restaurant. Added nutrition (especially in the form of protein like in Barilla Protein+) can add value too, and be something guests of all ages will pay more for, in the right environments and occasions.
Protein+® Cellentani Huli Huli Chicken with Mushrooms, Sundried Tomatoes and Spinach Affordable luxury is right at home on a foundation of Barilla Al Bronzo, providing a cost-effective stage to showcase bespoke proteins, cheeses and luxury elements like truffles. The key is in delivering a pasta experience that can’t be replicated at home, and is worth the takeout or dine-in spend.
Al Bronzo® Linguine with Prosecco Cream and Caviar We asked our Barilla Brand Ambassadors for their thoughts on this – be sure to click over for the operators’ perspective!
