After several years of rising menu prices, the fast-food industry has faced a challenge: price has become one of the main factors influencing consumer choice. Customers are less likely to experiment, more often compare offerings from different chains, and look for dishes that give them a sense of value. NIQ analysts note that consumers are increasingly evaluating restaurants based on “value for money” rather than just taste or convenience.
Chains have responded with fixed-price options. One of the most notable moves was the launch of the McValue platform by McDonald’s in the U.S. It includes fixed-price offers, such as the $5 Meal Deal, as well as items priced under $3. The company stated that the new strategy is designed to give customers more opportunities to save money with every visit.
Burger King has also strengthened its presence in the budget segment. According to Reuters, the chain, owned by Restaurant Brands International, has launched meal deals priced at $4.99, $5, and $7, including the $5 Duo and $7 Trio options. Customers can choose several items from a special menu at a fixed price, including the Whopper Jr., Original Chicken Sandwich, french fries, and drinks.
In the pizza segment, Domino’s was one of the first to introduce price promotions. In the U.S., the chain is rolling out its Mix & Match program: customers can choose two or more items from a special menu for $6.99 each. In addition, the chain offers a Carryout Deal at a fixed price of $7.99.
However, discounts are becoming a risky tool for restaurant giants. On the one hand, they help bring back foot traffic; on the other, they limit room for profit growth at a time when business expenses remain high. That’s why the largest chains are trying to avoid a direct price war. Instead of constantly lowering prices, they’re developing apps, loyalty programs, and personalized offers that allow them to retain customers without a massive menu overhaul.
