Americans fed up with fast-food prices are sending chains a clear message, CEO says

Checkers & Rally’s is leaning into value as Americans remain squeezed by higher everyday expenses, and the fast-food chain’s CEO says consumers’ demand for affordability has intensified over the past couple of years.The chain is offering a $4 Unbeatable Meal Deal, priced at $5 in select markets, as restaurants compete for increasingly price-conscious customers.Checkers & Rally’s CEO Chris Tebben said the company has seen firsthand how strongly consumers respond when prices come down.Checkers & Rally’s first launched a $4 version of the meal deal around May 2025, and Tebben said the company saw an improvement in transaction trends after its introduction.“I think it was around the May timeframe in ’25 and certainly saw the consumer respond, and the trend in our transaction was much improved,” Tebben told FOX Business.The response comes as consumers continue to grapple with higher costs for everyday necessities, putting pressure on restaurants to convince customers that eating out is worth the expense.“I think we’ve seen over the last couple of years the need for value continues to intensify and, let’s face it, consumers are continuing to feel the pressures of a lot of everyday necessities.

And I think that’s why affordability plays such an important role when they choose to spend some of that money for an away from home occasion,” Tebben said.Restaurant prices have continued to rise, adding to the cost pressures facing consumers.Prices for food away from home have climbed over the past year, including at limited-service restaurants such as fast-food chains.The pressure on consumers presents a difficult equation for restaurant operators, which have faced their own rising expenses while trying to keep menu prices attractive.“Certainly what we’re trying to do with value.

Value has always been at the heart of our brand.And, so, it’s certainly more difficult in today’s economic environment in terms of inflation and food cost...