“Affordability” has become business’s favorite new buzzword – and for good reason. US inflation remains high, alongside pricing on everyday household expenses. As a result, countless studies show that it’s top of mind for the vast majority of people – driving decision-making across demographics. In the fast casual space in particular, affordability has been cited as a factor in ongoing slumps, but across the quick-service landscape, a clear strategy is taking shape.
From McDonald’s to Applebee’s to IHOP, established chains are leaning hard into deals and limited-time bundles, all designed to bring people back through the doors. And in the short term, it’s working. Consumers facing higher grocery prices are responding to brands’ cost-conscious efforts to win them back. But these brands need to consider the long game, too.
