As inflation pushes menu prices steadily upward (a McDonald's medium fries costs 44% more today than it did five years ago), more people are asking themselves if that weekly trip to Taco Bell, Wendy's, or KFC is still worth the cost. For brands that are built on perceived value, sticker shock isn't merely a turnoff, it threatens the very cornerstone of their identity.
I think it's just a perception thing for me. I perceive it to be too expensive, and that's why I've altered my behavior. This comment perfectly illustrates a growing shift in consumer sentiment that has brought the fast-food industry to its current DEFCON 1 moment.
A Fast Company -Harris Poll survey conducted in June found that convenience was still the most common reason why people ordered from a fast-food restaurant, followed by affordability. The actual taste of the food came third.
Without those selling points, what even is fast food? The enduring promise of being fast and cheap is being tested as consumers reevaluate their spending due to rising prices.
Collection
[
|
...
]