McDonald’s, Wendy’s, and Burger King all offer meal deals, but the prices and what you actually get vary quite a bit. All three chains have spoken about the need to deliver value during their earnings calls.
It’s clear from what each chain is offering that price and value are not the same thing, and that each company has its own interpretation of what makes for the best deal.
McDonald’s CEO Chris Kempczinski acknowledged that his chain could do more to fix what he called the “final piece of our value equation, entry-level offerings,” during the chain’s third-quarter earnings call.
He shared that McDonald’s has started an eight-week test of two new everyday affordable price menu constructs across all day parts in about 1,900 restaurants across a handful of U.S. regions.
“We’re testing mix-and-match bundles that give customers greater choice and provide familiar ordering behaviors for prior buy one, add one offers. We’re also testing fixed bundles that give customers a set combination at an attractive price and make ordering straightforward,” he said.
The move comes at the same time Burger King has pushed its $5 Duo, which lets customers choose any two items from a selection of main courses (sandwiches or Chicken Fries), a medium fries, or a medium drink. Wendy’s has a similar offer, but it comes in at $6, a price point that McDonald’s hits with its McDouble Meal Deal, which includes a McDouble, a 4-piece Chicken McNuggets, a small fries, and a small drink.
Combo meals are a key part of Wendy’s strategy. Shutterstock
McDonald’s, Wendy’s, and Burger King go after deal-seekers
Many Americans no longer consider fast food a good deal, and that’s something McDonald’s, Wendy’s, and Burger King have been looking to change.
Consumers’ perception of fast-food value had dipped in 2024, then recovered the next year, but has fallen again, according to data from Morning Consult.
“The 2025 rebound shows value perceptions can be repaired quickly when the industry competes on price, but the 2026 drift suggests economic conditions make this a fragile line to hold,” the site shared.
A new study from AlixPartners Partners showed how consumers feel about restaurant spending.
45% of respondents reported intentionally reducing restaurant spending.
50% said they were trading down within menus (i.e., choosing cheaper proteins).
30% indicated they were actively seeking promotions from brands they already planned to visit.
As a reporter who has covered this space for over 30 years, I think McDonald’s, Wendy’s, and Burger King also face what I call the “Chili’s Problem.”
Chili’s offers an expansive “3 for Me” menu that starts at $10.99. With that offer, you get an appetizer, chips & salsa, a cup of soup or a side house salad, a burger or chicken sandwich, fries, and a drink.
Not only does Chili’s offer higher-quality food compared to its fast-food rivals, it also offers table service.
McDonald’s, Wendy’s, and Burger King, however, keep trying to find the right price point for consumers, as shown in the chart below.
Shutterstock
All prices are national promotions verified by TheStreet. Not every McDonald’s, Burger King, or Wendy’s location will participate in these deals.
Value means different things to different consumers
Wendy’s CEO Bob Wright has made value, not price, part of the fast-food giant’s “Dave’s Way” turnaround plan.
“We’re rebuilding our menu around distinctive, fresh, and craveable food with quality that is always the best in QSR while delivering value across the menu that leaves our customers feeling like they got their money’s worth when they come to Wendy’s,” he said during the company’s third-quarter earnings call.
He explained what that looks like.
“That means optimizing our menu, improving ingredients in core menu items, and developing a pipeline of innovation supported by disciplined development and testing, all with a pricing structure that delivers real value,” he said.
Pricing can be a challenge for McDonald’s because the company must please not only customers, but also its franchise operators.
RTM Nexus CEO Dominick Miserandino said McDonald’s has to walk a narrow line when it comes to price.
“McDonald’s built its business on being affordable. Somewhere along the way, customers started questioning whether a simple meal was worth the price. They don’t necessarily need everything to be cheap. They need to walk in, order lunch, and not feel like they overpaid. If the customer doesn’t feel ripped off, they’re good,” he told TheStreet.
Burger King CEO Joshua Kobza still sees room for his chain to grow sales and value, he noted, will be part of that.
“With volumes still well below peak historical levels, we see considerable room for further growth. We just launched our Hello Kitty kids meal collaboration and have another exciting partnership planned for the holidays to further engage with families. Alongside these initiatives, our $5 Duos and $7 Trios continue to support steady value incidents as we see outsized growth in more premium areas of the menu,” he said during Restaurant Brands International’s third-quarter earnings call.
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