Portillo’s is one of several chains now promoting bundled meals | Photo courtesy of Portillo’s.
In late 2022, the word “bundle” was used less than 10 times during public restaurant earnings calls. One of the companies spotlighting their bundled meals was Chili’s.
Kevin Hochman had been named CEO of parent company Brinker International earlier that year. By November, he was sharing some of the biggest changes the casual-dining chain was making as part of his then-new strategy, including offering bundled meals below each item’s à la carte price as part of the $10.99 3-for-Me deal. That deal has since become a major catalyst in Chili’s historic turnaround and market share gain, not only within the casual-dining segment, but also against its fast-food peers.
Fast forward to the most recent round of earnings and bundling has clearly become a much bigger part of the spotlight, including from Wingstop and Noodles & Company to Portillo’s and Wendy’s. McDonald’s has once again found traction with its Extra Value Meals, largely credited as the first bundled meal — an entrée, fries, and drink — when it was introduced in 1990. It was discontinued in 2019 and brought back in September 2025 as part of a broader strategy to attract lapsed lower-income consumers, with whom the chain overindexes.
All of these chains are sharpening their focus on such discounted meals for a reason. About two years ago, traffic across the industry began to turn negative as price-fatigued consumers began pulling back on their discretionary spending. As such, value offerings became a “must have,” not just for the quick-service segment, but the entire industry. That said, consumers’ definition of “value” has changed, and bundles have become a central part of that strategy.
John Peyton, CEO of Applebee’s/IHOP CEO, described the shift in late 2024, noting that consumers have started to “focus on the total cost of the meal and … It became clear that guests want to know the total cost of dining in a restaurant for argument’s sake — the cost of your sandwich, plus fries and a drink.” For its part, Applebee’s began aggressively promoting its 2 for $25 menu, which includes two entrées and an appetizer. It helped the chain’s same-store sales metrics turn positive after five consecutive quarters to the contrary.
Further, more pizza chains have added mix-and-match deals, while Wendy’s added bundles to its Biggie platform last year. Noodles & Company recently introduced Chrissy Teigen’s Cravings bundle last quarter, pairing the chain’s Chicken Artichoke & Asparagus Rigatoni with a Teigen’s Cravings-Inspired Crispy, made with corn flakes, peanut butter, and butterscotch chips. Meanwhile, Portillo’s reported that it drove transaction growth in Q1 from its new $9.99 Big Burger Bundle, while Popeyes recently launched a bundle deal to promote its now-permanent wraps. Burger King, KFC, Taco Bell, Krystal, and plenty of others have all rolled out bundles in the past few months and there’s no doubt we’ll continue to see more as the value environment continues.
A new report from Numerator, called Bundle Up: How Guests Find Value in Family Meals & Bundles, examines just how much potential these offerings provide. For example, consumers look to bundle meals whenever they’re too busy to cook, and perhaps unsurprisingly, most bundle meal consumers are Millennials with a family of six or more who live in the suburbs. Such meals are also top-of-mind for consumers who are traveling or hosting.
So, who is garnering the most attention share for bundled meals? Numerator’s research shows that busy consumers most often look to Taco Bell (64%) and Chick-fil-A (62%) for an assist.
Thirty-six percent of McDonald’s bundle meal buyers make that decision on a road trip, followed by Raising Cane’s (27%) and Popeyes (23%). Raising Cane’s is also a go-to for family gatherings or game days, with 51% of bundle purchases coming on those occasions.
KFC scores high for having bundled meals that can feed a group comfortably with leftovers, while Chick-fil-A bundle consumers have the highest satisfaction rating (84%).
In addition to helping out on busy days or with family gatherings, consumers who choose to purchase such meals do so because they believe it saves them money (28%), while about 20% are motivated by not having to clean up after their meal. Consumers also see buying family meals as more efficient than ordering individual meals or cooking at home, with Zaxbys, Chick-fil-A, and Wingstop topping the list for most efficient bundled meal options, though satisfaction is high across all brands with a bundled meal option, indicating how effectively they meet a need for both convenience and value.
According to the report, the biggest opportunity to win in a heavy bundle environment is with adequate portions. Satisfaction scores exceed 90% when portions are sufficient, and guests only perceive value when everyone in their group is fed.
Consumers also define value through time saved and less cleanup, with Numerator noting that convenience outweighs price for satisfaction.
“Family meals compete directly with at-home dinner. Operators win with complete, low-effort meals,” the report said. “Compete on ease so that convenience becomes the value driver — simplify ordering and pickup, fix portion perception to drive repeat (visits), build bundles that visibly feed the group and eliminate ‘not enough’ risk.”
Contact Alicia Kelso at Alicia.Kelso@informa.com
Follow her on TikTok: @aliciakelso
