Competing on the Value Playing Field

If there was a single lesson from 2009 for foodservice operators, it was that meal value — as perceived by the customer — was central to most successful foodservice promotions. At the same time, analysts at NPD Group, a leading international provider of consumer research, point out that consumers tend to define value differently in different meal occasion contexts, a tendency underscored in some recently completed NPD research, Consumers Speak Out About Value.

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