Transforming Your Menu: The Rise of Value Deals in 2025

In today’s competitive dining landscape, restaurants craft compelling value deal menus to attract cost-conscious diners and boost profitability. According to the National Restaurant Association’s 2025 State of the Industry Report*, 95% of restaurant operators report that consumers are more value-conscious than they used to be. As a result, 53% of operators added value deals, discounts, or limited-time offers (LTOs) in 2024, and 47% plan to do so in 2025.

Additionally, suggestive selling will be an important part of restaurant profitability. The latest Intouch Insight Drive-Thru Study** reveals that 64% of QSR customers now expect some form of suggestive selling during their order experience, an increase from 56% last year.​

While economic pressures drive diners to seek affordable indulgences, restaurant operators must balance competitive pricing with profitability. Innovative foodservice equipment solutions can streamline operations and enhance menu flexibility, allowing restaurants to scale LTOs and value menus without sacrificing quality or efficiency.

Three Foodservice Equipment Solutions to Power Value-Deal Menus

Adapting to value-conscious dining trends doesn’t just mean adjusting prices. It requires strategic investments in equipment that can enhance operational efficiency, reduce labor costs, and increase menu consistency. Below are three standout Middleby innovations that empower restaurants to deliver high-quality value deals without operational bottlenecks.

1. Speed Meets Consistency with the Middleby Marshall Longwave Infrared Conveyor Oven

When it comes to high-volume, consistent cooking, the Middleby Marshall Longwave Infrared Conveyor Oven is a profit-enhancing way to preserve quality. Designed to produce even heat distribution and rapid cook times, this oven enables restaurants to prepare high-margin LTO items like artisan sandwiches, baked pasta dishes, and premium flatbreads—quickly and efficiently.

Middleby Marshall LongWave infrared ovens provide an automated cooking platform designed to cook, bake, sear, and roast in high-volume kitchens with consistent quality results. With temperatures ranging from 300-1200 degrees, you can cook a variety of products in less time with the push of a button. Less energy, less cleaning, no training, and more volume. Perfection at every pass.

2. Pizza Automation with Lab2Fab’s PizzaBot™

Automation is revolutionizing the foodservice industry, and nowhere is this more evident than with Lab2Fab’s PizzaBot™. This pizza-making robot ensures precise portion control, reduces labor dependency, and delivers perfectly crafted pizzas at record speeds.

For today’s operators who have experienced labor shortages, the PizzaBot™ is a great solution. It reduces labor costs while improving product consistency, enabling high-margin pizza LTOs with minimal staffing impacts.

3. Ventless Efficiency and Value with the EVO EVent Open Canopy Hood

With real estate and operational costs on the rise, ventless cooking solutions like the EVO EVent Open Canopy Hood provide a cost-effective way to add LTO-friendly menu items without requiring expensive renovations.

This benefits operators looking to use non-traditional spaces without requiring a dedicated exhaust system. The result? Flexibility to expand value-driven offerings without increasing overhead.

How to Capitalize on the Value Deal Trend

Understanding consumer behavior is key to creating successful value deals. By leveraging sales analytics and industry reports, operators can identify which LTOs resonate most with value-conscious diners. Strategic investments in automated, high-efficiency equipment not only reduce labor costs but also optimize kitchen operations, ensuring that high-demand menu items can be produced quickly and consistently. Testing and refining menu offerings through short-term, data-driven experiments allows operators to fine-tune pricing and product selection before committing to large-scale rollouts.

Future-Proof Your Menu with Middleby

Embracing value-driven menu strategies is no longer optional. It’s necessary as consumers actively seek affordable, high-quality dining experiences. Restaurants that deliver on this expectation will build stronger brand loyalty and long-term profitability.

Middleby leads in automation and innovation, helping operators streamline kitchen workflows without sacrificing food quality. Automated cooking technology and high-efficiency equipment make it easier to scale value-driven offerings while reducing operational strain.

Want to explore how automation can revolutionize your value menu strategy? Check out our Automated Cooking Suite at Middleby Innovation Kitchens and discover the future of foodservice technology.

Sources:

* National Restaurant Association

** QSR