| Value Menu |
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A value menu is a group of items on a fast food restaurant menu that are usually priced at two dollars or less. The value menu is unique in that the items sold are usually priced lower than most of the other items on the menu. The quality of the food is usually but not always related to the price. The consumer ultimately decides what to get based on what the menu offers and consumer preference, and the value menu appeals sometimes to those that desire a quick meal without other products such as beverages and other side items that are included in full meals that necessarily increase the overall price. McDonald's is considered the first adopter of this type of menu, and other fast food restaurants rapidly followed suit by including value menu products in their course offerings. The move to adoption of value menus can be considered as a response to the changing preferences of consumers of fast food and a response to other economic factors such as the prices of other goods like gasoline as well as consumer income. Higher gasoline prices can mean that consumers may spend less at the Drive-through than they otherwise would. EXTERNAL LINKS Fast Food Steps Up Value Menus - USA Today |
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