QSR Magazine: Amid Inflation, Restaurants Work to Guard Value Proposition

Between supply chain logistics, labor shortages, and fuel increases, costs have gone up. At every level, from customers to CEOs to individual franchisee owners, people have been feeling the pressure of increased prices. One brand dealing with these costs is Atomic Wings, and in an interview with QSR Magazine, CEO Zack Omar discussed how Atomic Wings aims to keep customers satisfied.

One of the most successful means of controlling pricing has been ensuring the meal is fulfilling for the customer. “We can sell that as a combo for less than $10, and it's a filling meal,” said Omar. “You won’t sit there and say, ‘I wish I had more.’”

Atomic Wings is inherently a value-added product, especially given its commitment to quality ingredients. Passing the cost of inflation onto the customer would remove their inherent value. “We try to eat that [cost] as much as possible and, like I said, come up with innovative ways to stay price friendly,” said Omar.