Customers in the Asia-Pacific (APAC) region are increasingly using meal bundles as a convenient and affordable method to eat their midday meals as inflation continues to put pressure on family finances. In the quick-service restaurant (QSR) industry, where meal bargains are now a common feature on menus, this tendency is especially noticeable.

Meal packages, which usually include a main course, a side dish, and a beverage at a reduced price, have shown remarkable resilience in the face of economic challenges, according to a new analysis by GlobalData. There are a number of reasons for this, including:

Affordability: In a time when costs are on the rise, meal packages provide a much-needed respite, enabling customers to have a full dinner without going over budget.

Convenience: As hybrid work arrangements and hectic schedules become more prevalent, meal bargains provide time-saving and handy options for those with hectic schedules.

Variety: To accommodate a broad variety of tastes and preferences, QSRs are always changing their meal deal options.

According to Bokkala Parthasaradhi Reddy, Lead Consumer Analyst at GlobalData, “meal deals continue to be popular among workers and students, indicating that they fulfill a need for convenience and value.”

But affordability isn’t the only factor. Additionally, consumers are becoming more picky about the quality and flavor of the food that is served in meal packages. As a result, many QSRs are increasingly concentrating on providing better ingredients and more upscale selections in their meal packages. “The preference for meal deals among this demographic highlights the need for foodservice brands to innovate and modify their products to satisfy these needs,” said Deepak Nautiyal, GlobalData’s Consumer and Retail Commercial Director, APAC and ME.

In order to draw in younger customers—particularly Gen Z, who are very cost-conscious and want value for their money—it is especially important to concentrate on consumer preferences.

To sum up, meal packages have become a popular tactic for QSRs in the APAC area, providing a strong choice for customers looking for quick and reasonably priced eating options while juggling inflationary pressures. In order to stay competitive and satisfy the changing needs of this discriminating market, QSRs will need to keep coming up with new ideas and modifying their meal deal offers as customer tastes change.