prices

Marketing

There's plenty happening at the high end of the pricing barbell, too

Reality Check: Decadent meal choices are also proliferating, for a lot more than $5.

Marketing

Non-discount chains are getting pulled into the value wars anyway

The industry's preoccupation with price is forcing brands to change tactics in marketing and on the menu, even if they refuse to discount.

Menu price inflation slowed at fast-food restaurants last month. But prices throughout the industry continue to increase faster than at supermarkets.

There's been a lot of talk lately about high QSR pricing, and the leaders of Portillo's, Sweetgreen and Cava are pretty happy with that. It makes the fast-casual space look good.

The data firm, a sister company of Restaurant Business, has revised down its sales expectations by 1.5 percentage points. Can a value war bring some of that traffic back?

The Bottom Line: The fast-food giant took the extraordinary step of publicizing average prices this week. It was speaking to its less-frequent customers, who are a lot less likely to say the chain is a good value.

Seeking to combat what it calls "inaccurate" information, the company issued a rare comment featuring the average cost of a Big Mac and other menu items. And no, prices have not doubled since 2019.

Nearly 80% of Americans now view fast food as a “luxury” as rising restaurant menu prices force most of them to cut back on dining out.

The Bottom Line: Big Mac prices, corporate views on Israel-Palestine and even store closures have been subject to misinformation and outright lies. Blame the presidential election.

Rants about Chipotle's portion shrinkage are viral on TikTok, but the fast-casual chain insists nothing has changed and guests can just ask for more.

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