Mar 14, 2026
On a packed weeknight, grabbing a quick burrito bowl or drive-thru burger once felt like the affordable shortcut between a long commute and an even longer grocery run. But as fast-food prices climb, more diners are starting to think twice before tapping their cards.
Chains that built empires on affordability are beginning to feel the pressure. McDonald's reported a 3.6% drop in U.S. same-store sales in the first quarter of 2025 after average menu prices rose roughly 40% between 2019 and 2024 (1). At Chipotle, executives say lower- and middle-income households, particularly diners between 25 and 35, are pulling back on restaurant spending.
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The sticker shock is playing out in real time online. One TikTok user, Matt Rieck, recently went viral after sharing his disbelief over a post-gym Chipotle run (2).
“Has Chipotle lost its damn mind?” he asked in the video that’s gained over 1.7 million views. “Granted, we got double meat, but we didn’t get chips, we didn’t get guac. (And it’s) $52.64 for two bowls and two drinks at Chipotle? This used to be like $11 bucks for a burrito bowl.”
As both consumers and restaurant chains feel the strain, companies are rolling out promotions, limited-time value menus and loyalty perks in an effort to keep customers coming back for “just one more” order of chips and guac.
Chains are trying to win back diners
Fast food is losing one of its biggest selling points: affordability. A survey by LendingTree found that about 78% of Americans view fast food as a luxury purchase, while roughly half say financial pressures have made eating out harder to justify (3). The change is even more pronounced among lower-income households, where 71% of people earning under $30,000 say fast food has become an occasional treat.
At Chipotle, CEO Scott Boatwright noted that customers earning under $100,000 who account for roughly 40% of the chain’s revenue are dining out less frequently as higher borrowing costs, student-loan payments and slower wage growth chip away at disposable income (4). The company’s stock has reflected that pressure, falling 43.7% over the past year.
Menu math tells a similar story. While a burrito bowl may start around $12, common add-ons like guacamole, premium protein or a drink can quickly push the total beyond $20 (5).
“How in the world do you expect people to keep coming in when you jacked your prices over three times what they’ve been just since the start of Covid,” Rieck expressed in his TikTok video.
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In response, chains across the industry are leaning harder into promotions, bundled deals and renewed value messaging. McDonald's has rolled out what it calls “McValue 2.0,” a strategy that includes menu items priced at $3 or less in an effort to help budget-conscious diners stretch their food dollars.
The company told franchisees in a message reviewed by The Wall Street Journal that it remains focused on “meeting ever-changing customer needs,” reflecting a push to reposition itself as an affordable option (6). Despite nearly two years of promotions, consumer surveys suggest many fast-food customers no longer associate the Golden Arches with low prices.
Other chains are taking note. Panera Bread has introduced a $4.99 mix-and-match deal featuring staples like soups, salads and half sandwiches, while Domino's Pizza is promoting limited-time offers such as any-topping pizzas priced at $9.99 (7).
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What can consumers do?
These days, the moment between “I’m too tired to cook” and “Your order has been confirmed” can be about three thumb taps long. Whether it’s sticker shock at the grocery store or a burrito bowl that feels like a splurge, households are rethinking how often they outsource dinner.
Andrea Woroch, a nationally recognized consumer and money-saving expert, says the shift is already underway (8). Consumers are still spending heavily on takeout compared to five years ago, but rising menu prices tied to inflation are nudging many to scale back.
“Consumers are starting to pull back slightly on eating out in the past year due to inflation's impact on menu prices,” she told Moneywise.
One of the biggest wins starts before hunger even hits. Setting aside time once a week to loosely map out meals can reduce food waste and cut down on last-minute orders.
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Woroch suggested choosing recipes that overlap in ingredients, such as buying one rotisserie chicken and using it to make tacos, soup, and salads over a few days.
Stretching a single takeout purchase into multiple meals can significantly lower the effective cost per serving. Freezing extra portions or repurposing them into next-day lunches helps turn one purchase into multiple meals. Being strategic about when and how you dine can stretch dollars even further. Lunch specials often offer similar portions at lower prices than dinner menus, and stretching that midday order into two meals can soften the blow on your wallet.
“Consider dining out over takeout by taking advantage of a dining deal like early bird specials, happy hour or late-night dining deals, and free kids' meals with the purchase of an adult entree,” Woroch recommends.
There are also ways to make the spending you do keep work harder for you. Using rewards credit cards that offer cash back on dining purchases or stacking those with restaurant loyalty programs can help offset rising prices over time. Even small perks like birthday freebies, exclusive discounts or points toward future meals add up.
With more intention around when and how consumers order, they can still savor their favourite meals and keep that Friday or Saturday night takeout tradition without letting it chip away at their financial goals.
Article sources
We rely only on vetted sources and credible third-party reporting. For details, see our editorial ethics and guidelines.
Forbes (1); Matt Rieck (2); Lending Tree (3); Yahoo Finance (4); Chipotle (5); Wall Street Journal (6, 7); Andrea Woroch (8).
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Victoria Vesovski is a Toronto-based Staff Reporter at Moneywise, where she covers the intersection of personal finance, lifestyle and trending news. She holds an Honours Bachelor of Arts from the University of Toronto, a postgraduate certificate in Publishing from Toronto Metropolitan University and a Master’s degree in American Journalism from New York University’s Arthur L. Carter Journalism Institute. Her work has been featured in publications including Apple News, Yahoo Finance, MSN Money, Her Campus Media and The Click.
