Match Made Delicious: Why Combo Meals Are Having a Moment

In the late 1950s, the growing fast food chain Burger Chef – which at one point would become the second largest restaurant chain in the country – introduced something brand new to the menu. For 45 cents, a customer could order the “Triple Threat,” featuring a burger, fries, and a drink.¹ It was the very first combo meal of its kind.

Today combo meals are everywhere, of course. While other trends have come and gone, the popularity of a set meal at a set price endures.

It’s arguably more popular than ever, as consumers today seek out a good value and an easy decision. With many consumers choosing to cut back on dining out to save money, a value-driven combo meal gives them that reason to treat themselves.

Combo meals score big

There’s no doubt about it, consumers love combo meals. In fact, 62% of consumers ordered some type of combo meal or value bundle in the last month alone.²

What’s more, 1 out of every 4 consumers says that combos are the most appealing restaurant deal there is, particularly when they help simplify their decision (consumers are often overwhelmed by the amount of information and decisions they have to sift through in modern life) and deliver craveability.³

One important consideration, however: different generations often want different benefits from combo meals. Gen Z, for instance, prefers deals that focus on quantity and getting a lot for their money, while senior generations (Gen X and Boomers) are more focused on a concrete price cut.² Consider how you structure your combo meals to reach different generational targets or find a way to give everyone what they want in every value meal you offer.

Value of a combo meal

While price matters, it’s not the top factor for consumers overall when it comes to value meals. When given possible definitions of “value,” the vast majority of consumers said that value is a “good deal” that doesn’t come “at the expense of food quality or experience.”³

In other words, taste, craveability, and the full dining experience matter. Only 15% of consumers said value was about getting the cheapest possible option.²

Why offering combo meals work for operators

When done right, a combo meal offering has clear advantages for an operator, too. From faster lines in the restaurant or at the drive-thru to the ease of execution in a tricky labor environment, operators need to create combo meal benefits that work for their own particular needs, too.

Ideally, for instance, slimmer margins on each individual item are traded for a bigger overall check. But you have to stay on top of consumer behaviors. A quarter of consumers say they are ordering fewer or no beverages in order to save money, for instance.⁴

The latest edition of Simplot’s Trend Feast® has clear solutions to ensure that customers keep purchasing full bundles. With craveable ideas like an Avocado Matcha Smoothie with a Breakfast Wrap, or a Mexican Hot Chocolate with Sweet Potato Fries and Miso Caramel, customers won’t want to miss out on any of the on-trend options.

The combo meal opportunity

Surprisingly, despite their popularity and clear benefits, combo meals still aren’t as common as you might expect. Only 21% of operators have run one in the past six months, and the offerings skew heavily toward QSRs and convenience stores.² That leaves a lot of operators that could be benefiting from combo meals, including full-service operators and non-commercial segments.

Great taste. Craveable options. Consistent offerings. Clear value. Restaurant-quality preparations. Convenience and less stress. When done right, a good combo meal offers it all.

Whether you’re building for the drive-thru, delivery, a deli case, or a dining hall, if you’re ready to create the combo meals that your guests are looking for, sign up for Simplot+ to explore the latest edition of Simplot’s Trend Feast®. From “Match Made Delicious” to “The Endless Fry Remix,” you’ll find the trends and ideas that ensure the menu stays exciting.

¹ Time Magazine, “Mad Men: A Brief History of the Real-World Burger Chef,” May 2014 ² Datassential, The Value Equation HotShot report, November 2025 ³ Datassential, Trend Report, 2025 ⁴ Datassential, Table Stakes Tracker, January 2026