Eating places beckon shoppers to retailers with cost foods – Trade Information

In an age of food deliveries, restaurants are trying every trick to attract customers to outlets for dining in.
Value meals is one of them. While many are available for order too, various brands have launched value offerings that are available only for dine-in.

For instance, pizza chain Domino’s ‘Lunch Feast’, which consists of a four-course meal at just Rs 99.
The meal includes a regular pizza, a creamy tomato meltz, crispy veggie bites, and a 295 ml soft drink — all for below Rs 100.

But the catch is that the offer is only available for dining at a Domino’s outlets during lunch hours of 11 am-3 pm.

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Earlier this year, Westlife Foodworld, which operates over 350 McDonald’s outlets in west and south India, launched ‘McSaver Meals’.

Again only for dine-in, the meal is priced differently in different regions, but is affordable in all its variants.
In Gujarat, Madhya Pradesh, and Chhattisgarh, the McSaver costs Rs 99, but in west and south India, the meal is priced at Rs 149.

KFC India, too, launched a ‘Lunch Specials’ menu priced at Rs 149 in early 2024, available for dine-in at its restaurants. The meal includes chicken/veg burgers, rolls, rice bowls, and a beverage.

A fascinating addition to this list is also Dasaprakash, the south Indian chain of restaurants, which has also launched an unlimited breakfast buffet at Rs 199 at its outlets.

Aparna Bhawal, chief marketing officer at KFC India and partner countries, tells FE, “Research showed us that lunch is often the most compromised meal of the day, and this insight led to the launch of KFC Lunch Specials.

“It is a long-term addition to the menu and has helped us unlock a new day part for our dine-in channel, as it’s available only during certain hours of the day.”

McDonald’s McSaver meals had closely followed on the heels of the company seeing a year-on-year decline in its same-store sales growth by 9% in its October-December quarter last year.

In the same quarter, Devyani International, which operates KFC India, saw a 4% decline in its same-store sales growth. On the other hand, Jubilant FoodWorks, which operates Domino’s Pizza, saw a 5% reduction in dine-in sales too. The value meals by both the chains had been announced post these figures came out.

However, during the same time, delivery sales kept increasing. Sameer Khetarpal, CEO and MD of Jubilant FoodWorks, had in March this year, said, “For Domino’s, delivery is growing faster than we expected. We are bringing in better value proposition for dine-in customers… more value-conscious meals and combos.”

So basically, as eating out (while staying in) is becoming more and more common, chains want people to return to their outlets. Do they have a specific target audience in mind? Bhawal tells FE, “KFC’s Lunch Specials includes a range of meals that combine both value and variety for our GenZ consumers, and has something for everyone to enjoy.”