The fast-food value wars have officially begun.
On June 13, Burger King” data-wpil-keyword-link=”linked”>Burger King released a commercial for its $5 Your Way Meal. In the ad, a narrator lists the meal’s components: “Eat like a king who’s on a budget; three tasty options, fries, drink, and nuggets, all for five bucks — wait that can’t be right!” the sing-songy narrator says. “Just confirmed that that’s the real price.”
The $5 Your Way Meal includes a choice between a Whopper Jr., Bacon Cheeseburger, or Chicken Jr., plus fries, a four-piece chicken nuggets, and a soft drink.
Burger King confirmed to TODAY.com on May 29 that it would re-release the $5 value meal. This move aims to attract budget-conscious customers, joining a trend among national chains.
“Burger King is accelerating its value offers after three quarters of leading the industry in value traffic,” a spokesperson told TODAY.com.
Additionally, a memo obtained by Bloomberg revealed that Burger King planned to relaunch the meal before McDonald’s introduces its own similar deal in late June. CNBC reported in May that McDonald’s USA would offer a $5 value meal for one month starting June 25. Customers will choose between a McChicken and McDouble, which will come with a four-piece McNuggets, fries, and a drink.
Unlike McDonald’s, Burger King plans to offer its meal “for several months,” according to a memo signed by Tom Curtis, president of Burger King U.S. and Canada.
Burger King previously offered $5 Duo deals, which included a choice of any two items from a selection of BK Royal Crispy Wrap flavors and/or a Whopper Jr.
The latest announcement comes as drive-through customers express frustration with high fast-food prices. Chains like kfc” target=”_blank” rel=”noopener” title=”KFC” data-wpil-keyword-link=”linked”>KFC and Starbucks have reported sales declines.
Customers have posted complaints about fast-food prices on TikTok, X, and other platforms. Viral posts about paying $17 for two Filet O’ Fish sandwiches and $3 for a single hash brown show that high prices have been driving customers away.
Now, restaurants like Buffalo Wild Wings, Wendy’s, and Pizza Hut are responding.
Quick-serve sit-down restaurants are also joining the value wars. In April, Denny’s announced the return of its low-priced All-Day Diner Deals starting at $5.99. Applebee’s and Chili’s have also introduced their own low-cost offerings.
John Peyton, CEO of Dine Brands (the parent company of Applebee’s and IHOP), told TODAY.com that his company has been monitoring consumer spending patterns and is prepared for a shift toward more value-focused purchases.