What’s going on
- Big chains including McDonald's, Chili's, and Taco Bell promoted low-priced combo meals through 2025. They paired those offers with short-term discounts designed to bring customers in quickly.
- Loyalty programs also delivered deals to repeat customers. Discounts often appeared in apps, where chains can adjust offers by region and time of day.
- This shift followed several years of strong menu price increases across the industry. With grocery and other costs still high for many households, more diners looked for lower checks when eating out.
- Value offers weren't limited to fast food. Casual-dining chains used bundles and limited-time promotions to compete for families and price-sensitive customers.
- Restaurants tried to protect profit margins by steering customers toward higher-margin add-ons and drinks within bundles. Some chains also adjusted portion sizes, staffing, and hours to control labor costs.
- Industry leaders signaled the focus on affordability is likely to continue into 2026. The goal is to keep traffic steady without broad price cuts across the menu.
Why it matters
- For consumers, more bundles and loyalty deals can lower the cost of eating out, especially for families. The downside: the best prices may require using an app or ordering specific items.
- For restaurants, value strategies affect hiring and operations. If traffic depends on discounts, chains may manage labor tightly and prioritize speed and throughput to make the economics work.