When visiting restaurants, these cohorts are drinking less coffee, and ordering less-expensive java drinks.

And Whataburger is all in with them. The chain's CMO, Scott Hudler, explains how Whataweddings support the overall brand.

The term "value" is expected to evolve this year, extending "beyond price to include a mix of experience, hospitality and affordability," per report.

Per iSpot.tv, this marks the most QSR ads in the Super Bowl since 2010.