2 weeks Ago
The fast-food value wars rage on, where quick-service eateries around the country continue to loosen their grip on consumers’ wallets. From McDonald’s to Popeyes and so many more, restaurants are launching value meals hoping to draw in cash-conscious diners. Folks on social media have been voicing their displeasure with the seemingly ever-rising costs of fast-food favorites for nearly a year.
Videos about pricey sandwiches, , and even have generated thousands of views inciting anger. While low-income consumers are starting to limit their spending at fast-food brands like KFC and Starbucks (which both have ), other chains have already been stepping up to the paper plate with enticing economical meal deals for quite some time. Here’s what some of the most popular restaurants have been up to during what has now been dubbed the value wars.
On Sept. 16, Popeyes its latest entry in the fray: a three-piece order of the chain’s classic signature chicken (bone in) for $5. “Timed to coincide with , this new promotion celebrates what Popeyes does best — Fried Chicken,” the press release reads.
Popeyes’ deal is available at participating locations around the U.S. for in-restaurant, in-app or online orders.
This isn’t the first time the chain has offered a limited-edition lower-cost option. In June, , which featured two pieces of chicken, two sides and a buttermilk biscuit for $6.99.
The chicken chain also offered a Bigger Box, where poultry-lovers could choose from either 10 pieces of fried chicken or 10 chicken tenders, and get a side of four biscuits all for $20. In October 2023, Pizza Hut its $7 Deal Lover’s Menu, which offers two or more items (medium one-topping pizza, eight-piece boneless wings, Pizza Hut Melts, breadsticks, desserts and more) for $7 each. On January 8, Taco Bell its new , which features the Spicy Potato Soft Taco, Cheesy Fiesta Potatoes, Cheesy Double Beef Burrito, 3-Cheese Chicken Flatbread Melt and the $1 Cheesy Roll Up.
“We’re rolling out entirely new ways to save across our menu and doubling down with exclusive digital offerings so expect more from us this year,” Taylor Montgomery, Taco Bell’s chief marketing officer said in the announcement. “We’re walking the talk when it comes to value and we’re just getting started.” In April, the chain also a limited-time $5 Taco Discovery Box on Taco Tuesdays that will run through June 4.
That deal came with a crunchy taco, a Doritos Locos Taco, a Cantina Chicken Crispy Taco and a medium drink. Then, on June 27, Taco Bell its new $7 Luxe Cravings Box, which offers “full-sized fan favorites at an affordable price.” Taco Bell’s limited-time box includes a Chalupa Supreme, Beefy 5-Layer Burrito and Double Stacked Taco, as well as chips with nacho cheese sauce and a medium fountain drink.
According to the chain, the items included are priced at a 55% discount. Dine-in, table service restaurants are cashing in on the movement, too. In April, Denny’s announced its plan to lure budgeting customers, including starting at $5.
99. Applebee’s and Chili’s have also . John Peyton, CEO of the Applebee’s and IHOP parent company, Dine Brands, previously told TODAY.
com his company has been looking at diner spending patterns preparing for consumer shifts towards more value-focused purchases. Peyton told he hopes customers choose his restaurants over fast-food chains as the price points start to level. “You can get our burger for $9.
99,” he told the outlet. The Golden Arches has been cooking up its own meal deal for a while, and for the time being, it’s here to stay. On May 10, CNBC McDonald’s USA was .
The limited-time meal and includes four items: a McChicken or McDouble, four-piece chicken nuggets, fries and a drink. On Sept. 12, McDonald’s the $5 Meal Deal would continue into December in a majority of local markets.
Joe Erlinger, president of McDonald’s USA, said in a press release that “tens of millions” of customers stopped by McDonald’s this summer for the budget-friendly meal. The chain added that based on sales to date, 67% of fans so far chose a McDouble as part of their meal and 33% opted for a McChicken. Back on June 25, Erlinger TODAY’s Hoda Kotb and Savannah Guthrie to talk about the deal.
“I’ve zig-zagged the country, I’ve been in our restaurants, I’ve sat in focus groups — customers are telling us that they’re really stretched,” Erlinger said of McDonald’s guests. “They’ve felt the stress of the inflation over the last few years, and so this is a great opportunity for McDonald’s to bring them value.” During the interview, Hoda said the four-week limited availability of the meal seemed disappointing, but Erlinger clarified that the goal, even then, was to extend it.
“What we really want to do is talk about this nationally for four weeks and then we think it will be a local promotion for longer than four weeks,” he said at the time. The chain is also offering a slew of fall deals, from on to discounts on the McCrispy sandwich and 10-piece McNuggets, and even . On May 20, Wendy’s a breakfast meal featuring a small-sized Seasoned Potatoes and a choice of English muffin sandwich (bacon, egg and cheese or sausage, egg and cheese) for the low price of $3.
The morning offer joined the chain’s like its $5 and $6 Biggie Bags, and its 2 for $6 and 4 for $4 Meal Deals, all of which offer various menu items at slashed prices. Wendy’s previously boasted a similar low-cost breakfast deal with its “Breakfast Biggie Bundles,” which were announced last August and offer customers a choice of two select items for $3. The Wendy’s combo, which the chain says is “a delicious and -able reason to jump out of bed in the morning,” keys in on the one word defining fast food restaurants’ latest battle: value.
Not to be outdone, Wendy’s five days before McDonald’s dropped its own value meal that it would be celebrating the Biggie Bag’s fifth anniversary by adding a free Frosty to the mix. On June 24, Burger King joined in on the fun by , which features a choice of any two items from a selection of BK Royal Crispy Wrap flavors and/or a Whopper Jr. In , Burger King said it planned to relaunch the meal before McDonald’s dropped its own on June 25 — a goal it achieved.
The chain also offers a , which includes a choice between Whopper Jr., Bacon Cheeseburger and Chicken Jr., plus fries, a four-piece chicken nuggets and a soft drink.
The deal was initially slated to run “for several months” starting in June, but executives announced on Aug. 8 that it would be extended until Oct. 7.
So for those wondering why the value wars moniker has stuck, it’s because the chains are actually they’re competing over affordability. Erlinger said it on TODAY and several other chains agree: This is a battle of the deals that’s not ending anytime soon. Washington, D.
C. native Joseph Lamour is a lover of food: its past, its present and the science behind it. With food, you can bring opposites together to form a truly marvelous combination, and he strives to take that sentiment to heart in all that he does.
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