Consumers Demand Value, Yet Want to Splurge

Key Takeaways

• Millennials and Gen Z drive protein and specialty‑beverage splurges.
• 80% aware of prebiotic sodas; 33% willing to pay $8+.
• 38% would pay more for high‑protein meals; 50% may switch brands.
• Q1 sales up 2.1% YoY; prices stable despite ingredient cost hikes.
• Host‑city restaurants can see 8‑20% sales lift during World Cup.

Pulse Analysis

The latest RMS Q1 2026 report reveals a clear split in diner behavior: while price sensitivity remains high, Millennials and Gen Z are willing to pay a premium for protein‑rich meals and specialty beverages. Nearly half of Millennials say they would spend more on high‑protein options, and eight‑in‑ten consumers recognize emerging categories such as prebiotic sodas, with a third ready to shell out $8 or more. This willingness to splurge coexists with a broader market pullback, creating a nuanced demand landscape for quick‑service restaurants.

Operators are responding by fine‑tuning menus rather than slashing prices across the board. RMS data shows Q1 sales rose 2.1% year‑over‑year while average ticket prices have held steady despite rising oil, beef and other ingredient costs. Brands that succeed are those that earmark specific items—such as limited‑time offers, bundles or higher‑margin protein plates—to absorb price pressure, while anchoring value through targeted promotions. This data‑driven approach lets restaurants protect margins and keep traffic flowing without resorting to blanket discounts.

The 2026 FIFA World Cup adds a geographic twist to the equation. RMS analysis of over 7,000 U.S. locations shows restaurants situated along fan‑flow corridors can enjoy an 8‑20% sales surge, whereas venues in non‑host markets with high soccer interest may actually see a 1.4% dip. Successful operators will map their footprint against expected viewership, craft match‑day menus, and bundle group‑friendly options for both on‑site watch parties and off‑premise delivery. By aligning product placement with the tournament’s rhythm, brands can capture incremental traffic while safeguarding profitability. Those that execute early will set the benchmark for post‑tournament growth.