Marketing
Stop discounting, start Bundling: Serving the smarter, value-obsessed holiday diner
Restaurants that create solutions — particularly if you can offer the triple threat of financial savings (real or perceived), time/effort savings, and emotional satisfaction of getting a “great deal” — will be the most motivating as consumers look for ways to solve their dining dilemmas.
November 11, 2025 by Kelli Anstine — President, Bernstein-Rein Advertising, Inc.
Current trends show that consumers are planning to cut back their spending levels during the upcoming holiday season — and that includes dining out. It's their way of saving money as they work to overhaul their budgets and make the holiday expenses work. And that prediction has impact on how restaurants should approach the next several months.
From every angle, value is going to play a big part in how and where consumers spend their dollars. Given inflation and economic uncertainty, shoppers are aggressively prioritizing value and fiscal responsibility. This doesn't just mean "cheap," it means finding solutions that offer the best quality for their money.
We've been tracking the value-conscious consumer for over six decades — how they shop and what motivates them to choose in the moment. We call them MetaTaskers. Meta because they are incredibly self-aware of their spending approach. Taskers because to them, consuming is an occupation, a performance, a profession to uphold. And they are smarter than ever before, skill spending, reward seeking, hashtagging every #haul.
To this audience, value is not merely just price; it's the perfect alignment of price and the primary motivation that drives a purchase.
They will seek out restaurants that offer clear, bundled deals and promotions, for a few specific reasons:
- Simplifying the decision-making process. This ultimately reduces holiday stress — with so many other choices in play (gifts, travel, hosting, budgeting), they are looking to avoid analysis-paralysis. They're also making sure they can avoid hidden costs to keep their budget in check.
- Maximizing the perceived value of finding a great deal. Yep, they get a low price, but the feeling of getting a really great deal is motivating. Bundling equals success in their quest for great value, and that's the name of the game most times.
- Creating a winning solution. So many gatherings during the holidays bring together a group (family, friends, guests) to be fed, and if your restaurant can provide a convenient solution (family pack, holiday take-home kit), then multiple points are won. And time spent (or saved) is almost as important as dollars in this equation.
But not everyone brings the same mindset, so we've broken these MetaTaskers into three segments, reflecting how they look at their needs differently, whether feeding families, finding venues for gatherings, or just satisfying their holiday cravings.
1. Hunter: The strategic value purist
For the Hunter, holiday dining is about maximizing perceived value and exclusivity without overpaying. They want premium experience at the best possible price.
Value Defined: MAXIMIZED FINANCIAL VALUE. Value is a clear, quantifiable deal or discount on a premium item. They must feel they have successfully gamed the system.
QSR: Quick serve will be used less frequently than non-holiday periods, but with highly specific intent. If they visit QSR, it will be for pure transactional convenience (e.g., a planned stop on a long road trip, or a quick, utilitarian meal for the kids).
Fast casual: They will use a fast casual most often when a specific chain offers a compelling, bundled meal deal or a loyalty reward that effectively lowers the price to an undeniable "hunt" success.
Solution: A bundled meal deal for a family dinner where the price is clearly less than the cost of the individual items (the "Smart Splurge").
2. Hustler: The defensive, needs-based shopper
The Hustler views dining out as a necessary convenience to free up time and reduce stress but must be extremely cost-effective.
Value Defined: MAXIMIZED CONVENIENCE/TIME VALUE. Value is defined by speed, accessibility, and the elimination of friction. It's the utility of a purchase right when they need it.
QSR: Quick serve (especially drive-thru or takeout) will be used more frequently to free up time during the holiday rush. It represents the fastest, most predictable, and lowest-priced option for a basic meal.
Fast casual: Premium fast casual is likely to be viewed as a discretionary expense that is too close in price to full dining, but without the full service. They will skip it unless it is for a rare, specific reward or a deal they can't ignore.
Solution: The fastest takeout or delivery option with transparent pricing and minimal waiting. The value is getting a necessary meal solution with zero fuss so they can immediately move on to the next task.
3. Hacker: The experience and perception-driven shopper
The Hacker views dining as an experiential micro-luxury and an opportunity for social signaling, even as they try to manage their budget.
Value Defined: MAXIMIZED UTILITY/QUALITY VALUE. Value is defined by the quality, efficiency, and intelligence of the product or service. They will pay more to avoid effort or poor quality.
QSR: They will likely use quick serve only for extreme convenience or if a chain offers a highly publicized, trendy "value" menu item or seasonal favorite like that Peppermint Milkshake. QSR doesn't offer the desired "experience" or social currency.
Fast casual: Fast casual will be used selectively for its value proposition: a perceived upgrade in quality, atmosphere, and "Instagrammability" compared to QSR, but at a more palatable price point than full-service dining. They will focus on trendy, local, or aesthetically pleasing venues.
Solution: High-quality, pre-cooked catering from a top-tier chef/restaurant. The value is saving the time and effort of cooking while guaranteeing an excellent, stress-free result.
While overall consumer sentiment is pointing toward a slight pullback in discretionary spending (including dining out), restaurants remain an essential part of holiday traditions and convenience. Meal solutions and dining behaviors during the upcoming season will be dictated by value, resulting in distinct spending patterns, shifting from spontaneous to intentional.
Most importantly, restaurants that create solutions — particularly if you can offer the triple threat of financial savings (real or perceived), time/effort savings, and emotional satisfaction of getting a "great deal" — will be the most motivating as consumers look for ways to solve their dining dilemmas.
About Kelli Anstine
Kelli Anstine is President of Bernstein-Rein Advertising, where customer insights drive creativity and ideas for food service and retail clients. With a deep understanding of what influences customers to make choices, Kelli and her team focus on getting close to customers at the ground level. That includes in the aisles, behind the counters, and in the moments before a purchase is made… when real customer motivations are revealed. And they turn those insights into brand platforms, customer acquisition and loyalty strategies, and local store marketing programs that drive results.
