At a cheap fast food restaurant you not only save pennies

While that food receipt may have sparked a viral conversation about food, the tables have quickly turned. One company after another is announcing another cheap fast-food menu. Customers appreciate the lower price. But the bigger conversation is less about the dollar and the penny. It’s about making the decision to say yes to the purchase.

In recent years, rising food prices have caused many changes in consumer purchasing behavior. Whether it’s taking a little longer to eat a meal or forgoing luxuries like buying a Happy Meal at McDonald’s, people have tightened their wallets.

While all of these savings helped make the bottom line a little more bearable, the result also brought other changes. Restaurants pared down their menus. Instead of a hodgepodge of dishes, combo meal prices weren’t even in the double digits.

Now the tables have turned. The battle for cheap meals in fast-food restaurants has become even more heated than the war for chicken sandwiches or Coke years ago. Every week a new offer, a new promotion or a new savings offer rings on the screen, shouts it from the rooftops and otherwise tries to force people to the drive-thru counter.

Most recently, McDonald’s has put its value menu front and center. With the bigger package, better value, and best savings, the $5 meal deal sets the tone for a hot summer of savings.

Joe Erlinger, President of McDonald’s USA, said, “Value has always been part of our DNA. We are focused on living up to that heritage and offering delicious, affordable options that our customers can enjoy whenever they walk through our doors, drive through our drive-thru or place an order through our app.”

Honestly, the $5 meal is a great deal. It consists of a sandwich, fries, nuggets, and a drink. Many people spend more on a frozen coffee drink. While the calorie count may be the same, the McDonald’s meal is definitely more food.

While several other brands have served their value meals before, McDonald’s entry into the conversation shows a trend for the QSR space. From $1 deals to combo meal savings, consumers don’t want to spend double-digit amounts on a meal. Just as there are cheat days, there can be overspending. But for the QSR market to continue to thrive, restaurants need to be able to rely on guests ordering multiple times a week, not just on a special occasion.

This loyal customer plays a role in the importance of the QSR app. Loyalty bonuses, app-exclusive discounts, and other promotions keep guests ordering. The key is for a brand to secure a prime spot on that first screen. Just like the first Google page, if the information isn’t front and center, it will be overlooked.

Ultimately, a cheap fast food restaurant isn’t just about getting customers to make a one-time purchase and appreciate the savings. The real added value is building customer loyalty with each meal.