Key stat: Less than a third of US consumers with a household income of more than $100,000 see fast food as a luxury, compared with 71% of consumers with an income of less than $30,000, according to April 2024 data from LendingTree.

Beyond the chart:

• 41% of US adults with a household income of less than $50,000 have cut back on having dinner at fast-food restaurants, according to August 2024 data from Ipsos.
• In an effort to court more cost-conscious consumers, many fast-food brands, including McDonald’s, Taco Bell, and Wendy’s are launching more value menu deals in 2025.

Use this chart: Marketers can use this chart to highlight economic sensitivity across income levels and illustrate the need for value-focused messaging.

Related EMARKETER reports:

• How CMOs Balance Brand Integrity and Bravery (EMARKETER subscription required)
• Restaurant Digitization 2024 (EMARKETER subscription required)

Methodology: Data is from the May 2024 LendingTree report titled "Nearly 80% of Americans Say Fast Food Is Now a Luxury Because It’s Become So Expensive" commissioned by QuestionPro. 2,025 US consumers ages 18 to 78 were surveyed online during April 1-April 4, 2024.