As gas and milk and eggs and vacations and school supplies and, well, everything, costs more these days consumers across the U.S are moving fast food from the convenience to the luxury category.
And for the sake of profit margins, that's not a good place for them to be.
New numbers show many customers finding the food overpriced and of low quality, and with more things competing for the same amount of dollars, more people are letting it go and cooking at home instead.
If fast food used to be a cheap, quick respite from kitchen duty, it's not that anymore. Prices at Donald's, for instance, have risen by 40% from 2019 to 2023 to offset inflation.
"I remember when fast food was acceptable food. It's all crap now. All of it. Countless Reddit posts show what a total scam it has become. You get nothing for your money. My last holdout was Popeyes, but they went down during covid and never came back. If I want fast food these days, I go to the deli department in my local supermarket," one Reddit user wrote.
Another added, succinctly, "Yea, cost vs convenience doesn't add up any more. Sixty or seventy bucks to feed a family of four? F that."
Meanwhile, prices at limited-service restaurants otherwise known as fast-casual, increased by 3.2% from August 2024 to August 2025, faster than the national inflation rate during that period, indicating that higher operating costs are being passed on to customers nearly everywhere.
Same-store sales for McDonald's only rose by 0.8%, per Nation's Restaurant News — and the company acknowledged that its "marketing initiatives were not executed to its expectations. The result led to McDonald’s USA president Joe Erlinger stepping down."
"Popeyes, Portillo’s, Papa Johns, Wendy’s, and Sweetgreen. Wendy’s especially had a brutal quarter, with traffic dropping 12.5%, while Papa Johns continued a streak of negative sales that led to the chain shaking up its marketing leadership." Meanwhile, Burger King's same-store sales jumped 8.5% while Wendy's reported a 7% decline in its sixth straight quarter of contraction
And diners casting their vote with their wallets. About 31% of Americans are cooking at home much more than they did a year ago, primarily to stretch their household budgets. But even that requires careful planning as prices on beef, eggs, vegetables and dairy products continue to outpace inflation. And inflation isn't exactly stagnant.
Five ways to save more when cooking at home: Consumer Affairs
- Build meals around versatile ingredients. Potatoes, eggs, rice, pasta, and beans are inexpensive pantry staples that can be used in breakfasts, lunches, and dinners. The more meals you get from the same ingredients, the lower your overall food costs.
- Plan your meals before shopping. Creating a simple weekly meal plan helps prevent impulse purchases and ensures ingredients get used before they spoil. One rotisserie chicken, for example, can become tacos, soup, and sandwiches over several days.
- Compare unit prices. Don't assume the largest package is always the best deal. Check the shelf tag's price per ounce or pound to find the true bargain.
- Freeze leftovers before they go bad. Bread, cooked meats, rice, shredded cheese, and many vegetables freeze well. Freezing food before it's forgotten is one of the easiest ways to reduce waste.
- Shop your pantry first. Before heading to the store, see what ingredients you already have. Building meals around food that's already in your kitchen can reduce duplicate purchases and keep perfectly good food out of the trash.
