Americans increasingly view fast food as a luxury item.
As costs rise everywhere, people are taking a closer look at their spending, but they don’t always like what they see, especially when it comes to fast food. It’s an area known for offering great value, but many Americans no longer see it that way, according to a Lending Tree survey of 2,000 Americans.
-
Three-quarters of Americans typically eat fast food at least once a week, but a majority (62%) say they Eat less because of rising prices. In fact, 65% of Americans were shocked by the high price of their fast food bill in the past six months.
-
More than three-quarters (78%) of consumers Treat fast food as a luxury Because it’s getting more and more expensive.
-
Additionally, half of Americans say they view fast food as a luxury item because they financial difficulties.
-
While 67% of Americans agree that eating fast food should Cheaper than eating at home, 75% said this was not the case.
-
Nearly half (46%) said Fast food costs similar to local dine-in restaurantswhile 22% said fast food is more expensive.
Source: Lending Tree
As an occasional McDonald’s customer, it’s hard to ignore that a $10 bill doesn’t cover every meal. This makes what was once a cheap option seem expensive compared to healthier and perhaps tastier options.
The problem hurt McDonald’s sales, and the company made significant changes to address the issue.
According to McDonald’s financial report, U.S. same-store sales fell 3.6% in the first quarter of 2025.
This is part of the global challenges facing the company, something CEO Christopher Kempczinski addressed during the first-quarter 2025 earnings call.
He said: “Our global sales in the first quarter were down 1%, and while we expected global QSR industry traffic to decline in the first quarter, actual industry traffic declines in several large markets, including the United States, were greater than our expectations. In the United States, overall QSR industry traffic from lower-income consumer groups was down nearly double digits from the same period last year.”
More restaurants
The CEO made it clear during the chain’s second-quarter earnings call that he understands McDonald’s has a value perception problem.
“We recognize that consumer perceptions of value are most impacted by our core menu pricing. We are working closely with our U.S. franchisees to capitalize on this opportunity and we are developing ideas on how to address this issue across the system,” he said.
Over the past six months, McDonald’s has been working to change how consumers think about its prices. Because McDonald’s stores are franchises, these deals are not available in every location (airports and other outlier locations often are not).
-
revival Great value meal: According to Brand Eating, McDonald’s is resuming discount meal plans across the U.S. starting on September 8, 2025, offering a range of meals at about 15% less than individual pricing, including a $5 Sausage Waffle with Eggs and an $8 Big Mac meal as limited-time options.
-
$5 meal deal extended through 2026: classic suit (McDonald’s or McChicken, small fries, 4 chicken nuggets and small drink) has been collapsed into the new McValue menu and expanded by Summer 2026According to FOX 29, this is one of the core values that continues to be provided.
-
roll out McQuay Platform (from January 7, 2025): This comprehensive value menu includes extended $5 meal deals, Buy one and add another for only $1 Select breakfast and lunch/dinner items and more App-exclusive offers and local offersadded FOX 29.
RELATED: 71-year-old gun and outdoor brand files for Chapter 7 bankruptcy
The deals have helped McDonald’s grow business, according to company data and analyst reports.
Within weeks of the launch of the $5 plan, M Science found that orders that included the bundle received checks that were 12% higher than orders that did not include the bundle. Retail Dive reports that the promotion is being ordered more frequently as an add-on to other items rather than as a standalone purchase.
“We believe that the offer’s customer base has a high proportion of ‘regulars’, which may mean that some customers are increasing their standard orders through the promotion, rather than replacing existing orders with the promotion,” M Science said in a report shared with Retail Dive. “We believe that the increase in average check may help support average checks at a time when MCD is looking to be less aggressive in pricing.”
Since focusing on value perceptions, McDonald’s has turned around its comparable-store sales. This is what Kempczynski talked about during the company’s third-quarter earnings call.
He said: “In the third quarter, McDonald’s global comparable sales increased by more than 3.5%, with growth across all segments. In addition, McDonald’s achieved global system-wide sales growth of more than 6% on a constant currency basis for the second consecutive quarter, reflecting the increasing contribution of new store openings.”
He specifically believes value is part of what’s driving this shift.
He added: “Our results are based on our ‘Accelerate Arch’ business strategy and exceptional execution, delivering the value customers demand for the food they love. Our combination of delicious menu innovation, exciting marketing and solid value and affordability has succeeded in a challenging consumer environment and driven traffic share growth in most of our top markets.”
The shift may also reflect consumers spending less.
Reuters reported last November that “as U.S. consumers tighten their wallets, affordable restaurant chains such as McDonald’s, Chili’s and Domino’s are emerging as winners, attracting more diners to switch to cheaper fare.”
RELATED: Barbecue chain closes 14 more locations in Chapter 11 bankruptcy
This article was originally published by TheStreet on January 29, 2026, and first appeared in the Restaurant section. Click here to add TheStreet as your preferred source.
