Chain Restaurants Slash Prices to Lure Back Customers

Fast food giants like McDonald's, Applebee's, and Taco Bell are offering more affordable menu items after years of inflation-driven price hikes.

Mar. 13, 2026 at 11:18pm

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Chain restaurants across the United States are rolling out new deals, value menus, and more affordable menu items in an effort to win back customers who stopped dining out due to high prices driven by years of inflation. Restaurants like McDonald's, Applebee's, Taco Bell, Panera Bread, and Burger King are slashing prices to stay competitive as some customers say they had stopped eating fast food altogether because of the cost.

Why it matters

The price rollbacks come after years of inflation impacting the food industry, causing restaurants to raise prices and customers to pull back on dining out. This shift highlights the challenges the restaurant industry has faced in recent years and the importance of affordability for consumers as they navigate rising costs across the board.

The details

Restaurants are launching value meals and creating more affordable menu items to attract customers who had stopped eating at fast food chains due to high prices. Some Indianapolis residents say they had stopped eating fast food years ago because of the cost, while others are happy to see prices drop, even if the food is not the healthiest option.

  • Restaurants have been raising prices for years due to inflation impacting the food industry.
  • Customers started pulling back on dining out as prices climbed higher.

The players

McDonald's

A major fast food chain that is slashing prices and offering more affordable menu items.

Applebee's

A casual dining restaurant chain that is launching new value deals to win back customers.

Taco Bell

A fast food Mexican restaurant chain that is part of the price-cutting efforts.

David Surbian

An Indianapolis resident who says he stopped eating fast food years ago due to the high prices.

Anonymous Indianapolis Resident

A local woman who says the price drops are good because it allows some people to afford to eat, even if the food is not the healthiest option.

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What they’re saying

“That's why I don't eat fast food, anyway. I can go across the street and get something else for the price. But hey, it's good they dropped it down.”

— David Surbian, Indianapolis Resident (wrtv.com)

“It's good and bad because it's not like healthy food, but at least some people can afford to eat.”

— Anonymous Indianapolis Resident (wrtv.com)

The takeaway

The price-cutting efforts by major chain restaurants highlight the challenges the industry has faced in recent years due to inflation, as well as the importance of affordability for consumers who have had to cut back on dining out. While the healthiness of fast food is still a concern, the price drops may allow more people to access these restaurants again.