Restaurants: Late-Night QSR Meal Deals

Why it is the topic trending:

• Increasing Prevalence of Late-Night Dining: The article itself highlights late-night dining promotions as a growing trend, indicating a significant demand and interest in food options during these hours.

• Competitive Landscape in QSR: Fast-food chains are constantly seeking ways to attract customers and increase revenue, and offering unique promotions like late-night deals is a strategy to gain an edge over competitors.

• Changing Consumer Habits: Modern lifestyles often involve later work hours, entertainment activities, and different sleep schedules, leading to a greater need for food options outside of traditional mealtimes.

• App-Based Ordering Growth: The promotion being available through the Carl's Jr. app aligns with the increasing consumer reliance on mobile apps for ordering food and accessing exclusive deals, making app-only promotions a relevant and trending topic.

• Focus on Value and Customization: The "Build Your Own Bag" aspect and the inclusion of an entree, side, and additional item cater to consumers looking for value and the ability to personalize their meal, both of which are popular trends.

Overview:

Carl's Jr. has announced a new late-night-only promotion called the "Build Your Own Bag Deal," available from 8 pm to closing at participating locations until July 8, 2025. This deal allows customers to choose an entree (Single Cali Classic Burger or Spicy Chicken Sandwich), a side (small Natural Cut Fries or Onion Rings), and includes four Chicken Stars. The promotion encourages late-night customers and can be ordered through the Carl's Jr. My Rewards app, which offers expanded entree and side options for online orders.

Detailed Findings:

• Promotion Name: Build Your Own Bag Deal

• Availability: Late-night only (8 pm to close) at participating Carl's Jr. locations.

• Duration: Until July 8, 2025.

• Entree Options: Choice of Single Cali Classic Burger or Spicy Chicken Sandwich.

• Side Options: Choice of small Natural Cut Fries or Onion Rings.

• Included Item: Four Chicken Stars.

• App Exclusive: Can be ordered through the Carl's Jr. My Rewards app, which offers more entree and side choices for online orders.

• Goal: To encourage late-night customers and offer a customized meal option.

Key Takeaway:

Carl's Jr.'s late-night "Build Your Own Bag Deal" reflects a growing trend in the quick-service restaurant industry to cater to the late-night dining market with customized and value-oriented promotions, leveraging mobile apps to enhance customer engagement and offering expanded options for digital orders.

Main Trend: The Rise of Strategic Late-Night QSR Promotions

Description of the Trend:

The Rise of Strategic Late-Night QSR Promotions signifies a deliberate effort by quick-service restaurants to target the late-night dining market through specialized meal deals, extended hours, and technology-driven ordering options. This trend acknowledges the evolving consumer habits and the potential to capture revenue during non-peak hours by offering value, convenience, and customized choices to night-time diners.

What is Consumer Motivation:

Consumer motivation stems from:

• Convenience: Late-night diners often seek convenient food options after work, social events, or other nighttime activities when other dining choices may be limited.

• Value: Late-night promotions often offer attractive deals and bundles, appealing to budget-conscious consumers.

• Customization: The "Build Your Own Bag" aspect allows for personalization, catering to individual preferences.

• Specific Cravings: Late-night cravings might differ from daytime preferences, and these promotions can cater to those specific desires.

• App-Based Rewards and Exclusivity: Utilizing the app can provide additional benefits and options, incentivizing digital engagement.

What is Driving Trend:

The trend is driven by:

• Changing Lifestyles: More people are working late, engaging in nighttime entertainment, or have different sleep schedules, creating a demand for late-night food options.

• Increased Competition in QSR: Restaurants are looking for ways to differentiate themselves and attract customers during all hours of operation.

• Technological Advancements: Mobile apps and online ordering platforms make it easier for consumers to order food late at night, and for restaurants to offer and manage these promotions.

• Potential for Increased Revenue: Expanding operating hours and offering late-night deals can unlock new revenue streams for QSRs.

• Data-Driven Insights: Restaurants are likely using data to identify peak late-night demand periods and tailor their promotions accordingly.

What is Motivation Beyond the Trend:

Beyond the immediate need for food, the motivation taps into a broader consumer desire for:

• Flexibility and Choice: Consumers appreciate having options available to them regardless of the time of day.

• Treating Themselves: Late-night meals can sometimes be seen as an indulgent treat after a long day or night out.

• Social Connection: Late-night dining can also be a social activity for those who are out with friends or colleagues.

Description of Consumers Article is Referring To:

The article likely refers to consumers who are:

• Age: Primarily younger adults (Gen Z and Millennials) who are more likely to have late-night schedules due to work, entertainment, or social activities. It could also include anyone who is awake and hungry late at night.

• Gender: No specific gender is emphasized; the need for late-night food is likely universal.

• Income: The focus on value meals suggests this promotion likely targets middle to lower-income consumers who are looking for affordable food options, especially during non-peak hours.

• Lifestyle: Individuals with non-traditional work hours, those who enjoy late-night entertainment, students, and anyone who is simply hungry late at night. They value convenience and affordability.

• Category Article is Referring Shopping Preferences: Consumers who frequent quick-service restaurants, especially during late-night hours. They are likely receptive to value-oriented promotions and may be influenced by digital offers through mobile apps.

• Are they low, occasional or frequent category shoppers: Likely occasional to frequent fast-food shoppers, with the frequency potentially increasing during late-night hours due to limited alternatives.

• General Shopping Preferences - How They Shop: They are likely to value convenience, speed, and price. They are increasingly comfortable with mobile ordering and may be drawn to brands that offer rewards and exclusive deals through their apps.

Conclusions:

Carl's Jr.'s "Build Your Own Bag Deal" is a strategic move to capitalize on the growing late-night dining market. By offering a customizable and value-driven promotion accessible through their mobile app, they are aligning with current consumer trends and seeking to increase revenue during non-peak hours. This initiative reflects a broader industry recognition of the importance of catering to the diverse needs and schedules of today's consumers.

Implications for Brands:

• Consider Late-Night Strategies: QSR brands should evaluate the potential of implementing targeted promotions and extending hours to capture the late-night dining audience.

• Embrace Customization: Offering options for personalization can attract consumers seeking tailored dining experiences, even in value-focused promotions.

• Leverage Mobile Apps: Mobile apps are crucial for delivering exclusive deals, enhancing convenience, and fostering digital engagement with customers.

• Analyze Late-Night Demand: Brands should use data to understand the specific preferences and needs of their late-night customer base to tailor their offerings effectively.

• Focus on Value Perception: Late-night consumers are often price-sensitive, so highlighting the value proposition of meal deals is essential.

Implication for Society:

• Extended Food Availability: The increasing availability of late-night dining options caters to the diverse schedules and needs of a 24/7 society.

• Potential for Increased Consumption: Easier access to food at all hours could potentially contribute to increased overall consumption.

• Impact on Labor and Operations: Expanding late-night operations has implications for staffing and operational costs for restaurants.

Implications for Consumers:

• More Dining Options: Consumers gain access to a wider range of food choices during late-night hours.

• Potential for Savings: Value-oriented promotions can provide more affordable meal options.

• Increased Convenience: Mobile ordering and late-night availability enhance convenience for consumers with varied schedules.

Implication for Future:

The trend of strategic late-night QSR promotions is likely to continue, with more brands experimenting with creative deals, extended hours, and technology-driven solutions to cater to this market segment. We may see further innovations in late-night menu offerings and delivery options to meet the specific needs of night-time diners.

Consumer Trend: Round-the-Clock Convenience

Detailed Description: Consumers increasingly expect and demand convenience at all hours of the day and night, driven by changing work patterns, entertainment options, and lifestyles. This trend impacts various industries, including food service, where consumers seek access to meals and snacks regardless of traditional business hours.

Consumer Sub Trend: Value-Driven Late-Night Indulgence

Detailed Description: Consumers looking for late-night food options are often seeking a balance between affordability and a sense of indulgence or satisfaction. Value meal deals that include a variety of items at a reasonable price cater to this specific desire.

Big Social Trend: The 24/7 Society

Detailed Description: Modern society is characterized by increasingly non-traditional schedules and round-the-clock activity in various sectors. This shift necessitates services and amenities, including food options, being available beyond typical daytime hours to accommodate diverse lifestyles.

Worldwide Social Trend: Urbanization and Extended Operating Hours: In many urban centers worldwide, the demand for services outside of traditional business hours is growing, with restaurants and other establishments extending their operating hours to cater to this trend.

Social Drive: Accommodating Diverse Schedules and Needs: The underlying social drive is the need to accommodate the increasingly varied and non-standard schedules of individuals in modern society, ensuring access to essential services like food at any time.

Learnings for Brands to Use in 2025 (bullets, detailed description):

• Recognize the Value of Late-Night: Don't overlook the potential of the late-night market as a significant revenue opportunity.

• Tailor Promotions to Late-Night Needs: Understand that the motivations and preferences of late-night diners might differ from those during the day.

• Utilize Technology for Accessibility: Mobile apps and online ordering are crucial for reaching and serving late-night customers conveniently.

• Consider Operational Efficiency: Plan staffing and logistics effectively to ensure smooth and profitable late-night operations.

• Highlight Value and Customization: Emphasize affordability and the ability to personalize meals in late-night promotions.

Strategy Recommendations for Brands to Follow in 2025 (bullets, detail description):

• Conduct Market Research on Late-Night Demand: Analyze local data to identify peak late-night hours and popular menu items in their specific markets.

• Develop Targeted Late-Night Menus: Consider offering specific menu items or variations that cater to late-night cravings.

• Implement App-Exclusive Late-Night Deals: Incentivize mobile app usage by offering exclusive promotions and expanded customization options for late-night orders.

• Optimize Delivery Services for Late-Night: Partner with food delivery platforms to ensure efficient and reliable delivery options are available during late-night hours.

• Promote Late-Night Availability: Clearly communicate extended hours and special late-night promotions through online platforms, social media, and in-store signage.

Final Sentence (key concept) describing main trend from article (which is a summary of all trends specified):

Carl's Jr.'s late-night "Build Your Own Bag Deal" exemplifies the growing trend of QSRs strategically targeting the increasing demand for convenient, customized, and value-driven meal options available to consumers during non-traditional dining hours.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands and companies in the quick-service restaurant industry should strategically leverage the rise of late-night dining promotions by:

• Analyzing their customer data to identify opportunities and demand for late-night offerings in their specific locations.

• Developing targeted and appealing late-night meal deals that focus on value, customization, and popular menu items.

• Optimizing their mobile apps and online ordering platforms to facilitate easy and convenient late-night ordering with exclusive promotions and expanded options.

• Ensuring adequate staffing and efficient operational processes to support extended hours and maintain quality service during late-night periods.

• Actively marketing their late-night availability and promotions through digital channels and potentially partnering with local businesses or events that cater to a late-night audience.

Final Note:

• Core Trend: Demand for Round-the-Clock Convenience: Consumers expect services and options to be available to them at any time, day or night.

• Core Strategy: Extending Operating Hours with Targeted Promotions: Strategically expanding business hours and offering specific deals to cater to non-traditional demand periods.

• Core Industry Trend: QSR Adaptation to Evolving Consumer Schedules: Quick-service restaurants are increasingly adjusting their operating models and offerings to align with the changing lifestyles and dining habits of consumers.

• Core Consumer Motivation: Seeking Convenience and Value at All Hours: Consumers looking for late-night food options prioritize ease of access, affordability, and getting the most for their money.

• Final Conclusion: The move by Carl's Jr. to offer a late-night meal deal underscores the critical importance for QSRs to recognize and cater to the growing demand for convenient and valuable food options outside of traditional mealtimes to remain competitive and capture a larger share of the market in 2025.

Core Trend Detailed: Demand for Round-the-Clock Convenience

• Description: The Demand for Round-the-Clock Convenience signifies a fundamental shift in consumer expectations towards having access to goods, services, and experiences at any time, day or night. This trend is fueled by increasingly diverse work schedules, the rise of a 24/7 global economy, and the proliferation of technology that enables anytime access. In the food service industry, this translates to a growing need for options beyond traditional mealtimes, driving initiatives like Carl's Jr.'s late-night meal deal.

• Key Characteristics of the Trend (summary):

  • Time Flexibility: Consumers require services that fit their individual and often non-traditional schedules.

  • Accessibility: The expectation of being able to obtain what is needed, whenever needed, is paramount.

  • Seamlessness: Technology facilitates round-the-clock access and consumers expect these interactions to be easy and efficient.

  • On-Demand Services: The popularity of on-demand services in various sectors has raised expectations for immediate availability.

  • Breaking Traditional Hours: This trend challenges traditional business hours and pushes for extended or 24-hour availability.

• Market and Cultural Signals Supporting the Trend (summary):

  • Rise of the Gig Economy: More individuals are working flexible or non-standard hours, creating a demand for services outside typical 9-to-5 schedules.

  • Growth of Nighttime Entertainment: A vibrant nighttime entertainment scene in many urban areas drives the need for late-night food options.

  • Prevalence of E-commerce: The success of 24/7 online shopping has set a precedent for anytime access to goods and services.

  • Expansion of Service Hours: Many businesses, from gyms to pharmacies, are extending their hours to cater to consumer demand for flexibility.

  • Global Connectivity: The interconnected nature of the world means that different time zones and schedules necessitate round-the-clock availability for many services.

• How the Trend Is Changing Consumer Behavior (summary):

  • Expectation of Constant Availability: Consumers are increasingly expecting businesses to be open and accessible whenever they need them.

  • Increased Late-Night Activity: More people are engaging in activities outside of traditional daytime hours, leading to a higher demand for late-night services.

  • Reliance on Technology for Access: Consumers turn to apps and online platforms to find and access services at any time.

  • Impatience with Limited Hours: Businesses with restrictive hours may be seen as inconvenient and lose out to competitors with greater availability.

  • Demand for Convenience Over Location: Consumers may prioritize businesses with flexible hours over those with a more convenient location but limited availability.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Brands need to consider how their products can be accessible to consumers at all times, potentially through partnerships with 24/7 retailers or expansion of their own availability.

  • For Retailers: Retailers, especially in the food and convenience sectors, are extending hours or even operating 24/7 to meet consumer demand for round-the-clock access.

  • For Consumers: Consumers benefit from greater flexibility and convenience in accessing the goods and services they need, regardless of the time of day or their personal schedules.

• Strategic Forecast: The Demand for Round-the-Clock Convenience will continue to grow as societal structures evolve and technology further enables anytime access. Businesses that adapt to this expectation by offering flexible hours, leveraging digital platforms, and providing on-demand services will be well-positioned to succeed. In the QSR industry, this means an ongoing focus on late-night offerings, potentially with even more tailored menus and delivery options emerging to cater specifically to night-time consumers.

• Final Thought: In today's fast-paced and interconnected world, the clock is increasingly irrelevant to consumer needs and desires, making round-the-clock convenience a critical factor for businesses to address in order to meet evolving expectations and thrive in the modern marketplace.

Source: https://www.trendhunter.com/trends/carls-jr-build-your-own-bag