Quick-service and casual dining chains are kicking off the year by leaning hard into affordability, rolling out value menus and tiered meal deals to win back price-sensitive customers. Brands like Taco Bell, Wendy's, and Red Robin are spotlighting lower-cost options and limited-time offers as sticker shock reshapes dining habits. The shift comes as consumers pull back: 44% of lower-income consumers are dining out less. Chains that can balance sharp pricing with traffic-driving offers may keep consumers coming, while those that can't risk losing relevance.

Solo dining is contributing more to restaurant spending as consumers carve out room for experiences despite rising financial stress. Solo diners now account for nearly half (47%) of quick-service restaurant (QSR) orders, up from 31% in 2021, according to Yum Brands, while a Toast report found a 22% spike in single diner reservations in Q3. The uptick in solo dining is a rare bright spot for the restaurant industry, which is otherwise struggling to find ways to engage consumers.

McDonald’s CEO Chris Kempczinski expects pressures on US consumers to remain “well into 2026,” he said on the company’s Q3 earnings call. The deepening cost of living crisis is especially painful for lower-income households, who are struggling to manage higher rents and childcare costs alongside a renewed spike in food prices. McDonald’s playbook for navigating those pressures is relevant to both fellow QSRs and the retail industry. By successfully combining value initiatives with marketing and product innovation, the company is gaining share with higher-income consumers and staying relevant with less affluent households.

Restaurants face shifting consumer behavior, tighter household budgets, and rapid advances in technology. This report provides the latest data on restaurant traffic, delivery, mobile engagement, and technology adoption.

NBCUniversal has sold out all advertising inventory for Super Bowl 60 months earlier than expected, marking record demand for football advertising. Digital sales tied to the game are up 20% YoY as brands invest across NBC, Peacock, and Telemundo. Prices held at $7–8 million per 30-second spot, aligning with Fox’s 2024 benchmark. NBCU’s 2026 slate—which also includes the Winter Olympics, NBA All-Star, and FIFA World Cup—positions the company to capture significant share of sports ad budgets. With ROI on Super Bowl ads nearly doubling since 2020 and consumer enthusiasm rising, NBCU’s cross-platform dominance highlights live sports’ unmatched ad pull.

Quick-service restaurants (QSRs) are no longer seen primarily as budget-friendly dining. Just 14% of consumers view them as a good value, while nearly a quarter (23%) now consider them a treat or reward, per consumer insights platform Zappi. That’s a notable shift for a category long associated with affordability. That helps explain why nearly a third (31%) of US adults have cut back spending on fast food. As inflation erodes fast food’s traditional value proposition, QSRs must sharpen their brand strategy or risk alienating diners. Brands that lean into indulgence and novelty can help position meals as a “treat,” while doubling down on affordability with compelling promotions and budget-friendly meal deals can reengage price-sensitive consumers.

Chipotle lowered its FY sales forecast after same-store sales fell more than expected in Q2, marking the second-straight quarter of declining traffic as wary consumers think twice about dining out. Chipotle’s Q2 struggles clearly show that consumers are becoming much pickier about where they choose to spend their money. The vast array of meal deals available in the QSR marketplace means Chipotle can no longer compete on value alone—making menu innovation and limited-time offerings even more necessary to drive traffic.

The news:The Krispy Kreme–McDonald’s marriage is ending. The announcement comes less than two months after the companies said they were pausing a nationwide rollout—despite doughnuts being available in 2,400 McDonald’s locations—to reassess the profitability of the expansion. Our take: The breakup with McDonald’s comes at a tough time for Krispy Kreme—and for many other quick-service chains. The company has pulled its 2025 forecast, paused its dividend, and is now refocusing on what matters most: boosting cash flow, improving efficiency, and growing in a way that actually makes money in the US. The McDonald’s partnership gave Krispy Kreme more visibility, but not enough profit. With costs rising and margins getting tighter, the company is shifting its focus from rapid expansion to ensuring its business is built to last.

Domino’s inks deal with DoorDash to expand delivery reach: The partnership will put the pizza chain on track to reach its goal of $1 billion in sales from aggregator platforms by 2026.

The pandemic was catastrophic to many downtown QSRs: But demand is returning as workers go back to their offices.

50% of US adults are likely to cut back on spending at fast food restaurants if tariffs lead to higher prices, according to a February 2025 CivicScience survey.

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.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, Temu and Shein get a scare, consumers use buy now, pay later (BNPL) apps to discover new products, and Super Bowl viewers don’t really care about ads for AI products or services.

McDonald’s will focus on “McValue” in 2025: The fast-food chain plans to extend its $5 value menu and add deals as the QSR price war rages on.

McDonald’s targets Gen Zers with limited-time Chicken Big Mac offering: The QSR is supporting the launch with a campaign that highlights dupe culture, livestreaming, and other generational touchstones.

Consumers still think fast food is too expensive, despite the value meal wars: While deals are boosting foot traffic in the short term, operators face long-term difficulties as customers either trade up to fast-casual chains or pull back entirely.

“The restaurant industry is still reeling from the impact of the pandemic,” our content director Becky Schilling said on an episode of “Behind the Numbers: Reimagining Retail” podcast. On top of that, inflation and economic uncertainty has made for a tough four years. In face of these persisting challenges, restaurants are turning to AI and unified commerce solutions to improve the customer experience, build loyalty, and supercharge personalization.

Inflation is on the rise and the competition for consumer dollars is heating up between restaurants and retailers. Here are five insights into how consumers are purchasing their food as prices continue to rise.

This year’s Super Bowl was marked by quite a few celebrity-filled commercials, but one caught our attention above all others—not just for its perfectly chosen star-studded cast, but for its ability to keep the conversation going after the game was over