Menu matters: Premium positioning

Menu matters: Premium positioning

Chains increase incremental sales with trade-ups on higher-end items, add-ons

With many customers feeling too strapped to trade up from value items or eager to trade down from full-priced selections, restaurants are finding that featuring promotions in the middle price tier may not be the way to energize sales.


As economic confidence wavers, consumers drawn to a restaurant’s lower-price-point selections are showing little inclination to trade up. Consequently, operators say, the opportunity for increasing the average check lies chiefly in a restaurant&rsq

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