Fast-food chains wage a value war to get customers in the door

“How low can you go” seems to be the battle cry of fast-food chains this summer, as they compete to bring inflation-weary diners into their restaurants. McDonald’s and other big players have raised menu prices as much as 40% in the last five years, and their traffic is taking a hit as customers trade down to c-stores and turn to grocery stores to cook at home.

The result is a full-blown quick-service value war—and an opportunity for customers to emerge the victors as chains compete to offer the best deals on meals. But for most franchisees and restaurant companies, these are break-even propositions at best.

McDonald’s was one of the last to enter the value war this summer, but the burger giant did it with much fanfare and media attention on Tuesday. The Chicago-based chain is offering a generous combo of a four-piece Chicken McNuggets, small fries, a drink and a choice of a McChicken or a McDouble for $5. “We heard our fans loud and clear,” Joe Erlinger, president of McDonald’s USA, said in a statement. “They’re looking for even more great value from us, and this summer that’s exactly what they’ll get.”

McDonald’s rival Burger King kicked off its value meal June 10, tagging it as the “$5 Your Way Meal.” It includes a choice of a Whopper Jr., Bacon Cheeseburger or Chicken Jr., plus fries, a four-piece chicken nuggets and a soft drink.

Taco Bell officially joined the meal-deal battle on Thursday with a box touting “full-sized craveable favorites.” Inside is a Chalupa Supreme, Beefy 5-Layer Burrito and Double Stacked Taco, along with chips, nacho cheese sauce and a medium fountain drink—computed to be a 55% discount off a la carte menu items. But the Mexican fast-food chain is no stranger to value; this package comes on the heels of Taco Bell’s recent $5 Taco Discovery Box.

For a limited time over the summer, Wendy’s is offering a Bacon, Egg, & Cheese English Muffin or a Sausage, Egg, & Cheese English Muffin with a small order of  seasoned potatoes for $3. Wendy’s is capitalizing on the success of its breakfast menu, which launched four years ago and continues to make an impact through investments from the Dublin, Ohio-based restaurant company.

At the beginning of June, Jack in the Box released a lineup of affordable, iconic items under the tagline “Jack’s Munchies Under $4 Menu.” The collection joins the permanent menu and includes Tiny Tacos, French Toast Sticks, Sourdough Grilled Cheese and more, along with snack-sized favorites of the Jr. Jumbo Jack and Chicken Nuggets.

On June 11, Starbucks debuted its Pairings Menu, a trio of bundled deals ranging in price from $5 to $7. On the lower end is a tall iced or hot coffee with a butter croissant ($5), followed by a tall coffee with a breakfast sandwich for $6, and that same combo with a breakfast sandwich layered with bacon or plant-based sausage for $7. Unlike McDonald’s and Burger King, value meals are not part of Starbuck’s DNA, but the coffee chain is keen on turning around its traffic decline.

“Taste of KFC Deals” is the chicken chain’s value meal banner. It includes a $4.99 Meal for One comprised of two pieces of chicken, mashed potatoes and gravy, and a biscuit. There’s also a $20 Family Meal with six pieces of chicken, four sides, and four biscuits.

Carl’s Jr. launched its value meal Monday, offering customers the chance to mix-and-match two items for $6. Choices include French Toast Dips, Hash Rounds (small size), Spicy Chicken Sandwich, a six-piece Chicken Stars (nuggets) Spicy Lil’ Cheeseburger, a small cheeseburger or small order of fries.

Though targeted more at snackers than full-meal customers, Subway’s new Footlong Dippers are nonetheless promoted for their value. Customers can choose from three versions and pair them with one of the chain’s 11 sauces, for a total of 33 flavor combinations.