Chicken Mignon
Filet mignon on a chicken budget.
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Luxury Meets Value

Many people are working harder than ever to make ends meet today, and while we can’t blame everything on the skyrocketing price of fuel, some are being forced to choose between gas and food on occasion. People in general are said to be spending less and going out less often.* To top it off, while demands on their resources and time increase, they are becoming increasingly demanding themselves. As people keep a frugal eye on their spending, they expect more from everyone they hand their hard-earned money to, and who can blame them?

Fierce competition for consumers’ attention, along with continual product improvements, has driven up the cost of doing business in recent years. Our electronics have gotten better, smaller, faster, and more versatile during the past two decades, yet prices have stayed much the same. New cars have become better, safer, more comfortable, and more expensive, and as a result people are driving them longer.

Consumers have come to expect slow food faster and better food cheaper. Eateries once distinguished by nationality—Chinese, Mexican, and Italian—are specializing in regional cuisines and different styles of service to accommodate consumer demand for better, more authentic food experiences. QSR and casual-dine burgers have gone from 100% beef to Angus beef to Certified Angus Beef to prime beef. There are countless examples of the changes that have conditioned consumers to expect greater quality at every turn.

The quest for luxury is not just about living the American Dream and striking it rich. Social class or status does not limit it; it’s no longer as black and white as being one of the “haves” or one of the “have-nots.” Luxury in its most affordable sense helps us balance our cost of living and our joy of living.

Despite the rising costs of everything, people keep moving about and needing to eat while they are out. Many are cutting back on indulging themselves with big-ticket items such as new cars and exotic vacations, but they still are looking for ways to escape their busy days, even briefly. Some hit the tanning booth or the gym, or go to the bookstore or the library for those moments of personal indulgence. Many multitask and find a little extra enjoyment in a restaurant while they are filling the physiological need for food. If you can add a little something to their day—a little luxury—and do more than just top off their tummies, then you are well on your way to helping them think of you next time their hunger strikes.

* Source: Smartbrief 1/22/08

Luxury Meets Value explores ideas and products to help create more luxurious menu appeal with minimal or no impact on margins or prices. Along with the menuing and product ideas, there are merchandising materials—table tents, counter cards, posters—that can be downloaded and printed to help users promote these ideas. Menu descriptions are also available for downloading.

Go to www.luxurymeetsvalue.net to explore Luxury Meets Value, the second volume of the Tyson Food Service Ideas @ the Heart of Value series. Readers can provide feedback and share their value experiences at fsconcierge@tyson.com.

According to Tyson Food Service, the purpose is simple: To create open dialogue about generating better value, tighter control of food costs, and to show you value Working at the Heart of Your Menu™.

© 2008 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries.