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Meal bundling is key driver of chip incidence

Meal bundling is key driver of chip incidence

Combos are not only desirable to consumers for monetary value, but also convenience. Most people are driven by convenience. If combo meals are displayed first and it took more work to get to individual menu items, it is more likely that people just order the combo. They’re particularly appealing to millennials; 64% of millennials responded that they often order combo meals at lunch.

In studies, we’ve seen single-priced combos, which are pre-built menu items with a single price, yield +8% chip incidence vs. add-on pricing, which asks guests to build up the combo themselves.
Source: PepsiCo Digital Labs

For bundling ideas check out our Sandwich Pairing Playbook for the perfect chef-crafted pairings!
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