Winning the "Middle-Income" War

The "Squeezed Middle" is the primary battleground for market share. Casual dining giants have weaponized the $10.99 price point — offering full-service hospitality, bottomless chips, and "3-for-Me" bundles that challenge the perceived value of a $17.00 fast-casual bowl. For the first time in a decade, middle-income diners are trading "down" from fast-casual to sit-down restaurants to get more "bang for their buck."

This session is not about a race to the bottom or slashing your margins. It is about value engineering: a strategic approach to menu architecture that makes your brand the obvious choice for a high-quality, high-speed meal that still feels like an upgrade.

Goal: Strategies to compete with casual dining value-combos while maintaining your premium fast casual identity.