Consumers define “value” in more ways than just low prices. In fact, Technomic finds that price may not even be the most important component. Consumers were asked to rate dozens of attributes, including those specifically related to value, on how important they are to the decision of where to dine out. Figures show the percentage of people who said the attribute is very important. To the left are the fast-casual and quick-service chains, respectively, that rate highest in each attribute, according to their customers.