This is the summer of
the meal deal, with every fast-food chain offering a bundle deal or some sort of combo to help consumers combat high food costs.
When it was reported earlier this year that McDonald's meal
prices were a whopping (no pun intended) 40% higher than just five years ago, almost all chains came
roaring back with deals for the summer.
But using coupons to save money may be a thing of a past, replaced by a variety of more tech-forward ways to save a bit on consumers' favorite
snacks.
According to a recent Technomic Food Industry Insights report, consumers are using physical and digital coupons less than ever before.
“Despite an increase in value-based promotions and industry discussion regarding the need for value offerings to attract diners, overall coupon redemption from consumers has been declining in
the most recent months,” the study reported.
The decrease was primarily driven by both QSR and fast-casual segments, although QSRs have seen a slight uptick in recent months.
Among possible reasons for the decline, many chains are offering deals without the need for a coupon. For example, McDonald's $5 Combo Meal was a limited time offer (LTO), but now appears to be sticking around awhile. Wendy's,
Burger King and Sonic, among others, have similar offerings without need for physical or digital coupon.
Yet membership has its advantages. Chains are reserving their best deals for members of
their loyalty clubs, and most of these are available exclusively through the chains' mobile apps.
For example, just this week Chick-fil-A launched a summer promo game, where food discounts and prizes are only available to
Chick-fil-A One loyalty club members. White Castle has late night menu items exclusive
to Craver Nation fans. Long John Silver's new loyalty program, the “Seacret Society” also touts its exclusive menu items only available to members.
“As chains fight for share
of traffic amid a broader consumer pullback, we expect to see more deals and discounts made available to all consumers rather than solely promoted through apps and (member) programs,” the
Technomic study concluded.