As Dash In looks to improve operations, it also seeks clever ways to create value for customers through promotional pricing and bundling. For example, an upcoming smash burger meal deal includes a smash burger, french fries and a fountain drink priced well below market value, Fangman said. “Additionally, the diversity of our menu allows us to absorb the rising costs of certain items, enabling us to uphold our value-driven pricing structure.” 

Value is also important to GPM, a 1,330-store chain based in Richmond, Virginia, that recognizes where it stands in the communities it serves.

“We tend to be in more rural home areas, lower to middle income, maybe even fixed income, and we provide our consumers very high value, because they think of us [as the] the go-to,” said Mike Bloom, executive vice president and chief merchandising and marketing officer at GPM. “We’re the go-to quick food place in a lot of our markets. We work hard at making sure there’s always value meals available for them to have a complete meal.”

Food is also what drives customers into GPM stores, Bloom said, so every offer is tied to food. Even the chain’s fuel offer is a free coffee when a loyalty customer purchases eight gallons of fuel.

GPM has limited-time-offers for its fas Rewards members, including Tyson chicken for $3.99, which is $4.99 for non-rewards members; two pizzas for $9; and 25 chicken wings for $25. 

Also at GPM, deals are targeted toward loyalty members.

“Our loyal members are coming to our stores more often and spend more money and, because of that, they’re entitled to larger discounts,” said Arie Kotlar, CEO of GPM, a subsidiary of Arko Corp.

Spinx also is focusing on providing value with offers such as breakfast biscuits for $1.99, said Jeff Hagans, foodservice category manager at the Greenville, South Carolina-based chain of 86 stores. Hagans also suggests promotions on foods that are out of season.

“You can run a chicken special in the wintertime when the chicken prices are quite a bit lower than they are in the summer,” he said.

Dash In previously offered four different flatbreads without the option for customization. 

“But after listening to our guests, we enhanced their experience by allowing them to add their preferred toppings at a flat rate,” he said. “This change also speaks to our commitment to adding value.”