Fast food isn’t what it used to be. Chains across America are quietly reshaping their menus while industry analysts take note of changes happening behind the scenes. “With continued consumer pullback, fast food chains continue to look for ways to jump-start traffic and find some avenues for growth,” David Henkes, senior principal at food industry research firm Technomic, told CNN. While these adjustments might seem subtle on the surface, they’re fundamentally changing how we eat on the go in ways that go far beyond new menu items or seasonal promotions. Let’s dive into what’s really happening.
McDonald’s Rolling Out the McValue Revolution
McDonald’s head office bigwigs are constantly thinking about what’s working and what isn’t, and big change came in 2025 with the new McValue platform. This isn’t just another promotional menu. The biggest promotion is at McDonalds: This week it launched the “McValue” menu, a new permanent category representing the chain’s biggest change since the 2018 launch of its $1-$2-$3 menu. In addition to the popular $5 meal, the McValue menu has buy-one, get-one-for-$1 options, as well as app-exclusive offers and food and drink deals organized by its franchisees.
What makes this different from previous value attempts is the holistic approach. The company’s CEO, Chris Kempczinski, has hinted that this new collection of specials will be holistic in nature, mirroring that of Australia’s McSmart Menu or the Saver Menu featured in the U.K. The details of what will be included were released by McDonald’s in November 2024, and it includes a “buy one add one for $1” deal on popular menu items such as 6 piece nuggets, small fries, and breakfast items including the sausage McMuffin.
Analysts see this as McDonald’s response to consumer frustration over rising prices. McDonald’s CEO openly acknowledged that low-income consumers are “pulling back”, yet the brand still raised prices by over 10% in the last 18 months. The McValue platform represents a strategic pivot to win back customers who’ve been priced out of the golden arches experience.
Starbucks Strips Down for Speed
Starbucks pulled this very move in 2025 when it conducted a serious slimming-down of its menu, removing a host of drinks from rotation. In total, 13 drinks were to be phased out of Starbucks stores around the country, including its White Hot Chocolate, Espresso Frappuccino, and Royal English Breakfast Latte. Starbucks acknowledged that these drinks (which made up about 30% of its menu items) just weren’t that popular with customers, or else were just too similar to items that were selling better.
The company’s new CEO Brian Niccol is betting that less choice equals better service. Brian Niccol swapped carnitas for coffee when he stepped down as CEO at Chipotle in August 2024 to turn the 53-year-old coffee brand around after a recent slump. He’s had a busy first year on the job, and that momentum hasn’t slowed as Starbucks moves forward with its 2025 changes.
This approach reflects broader industry data showing menu simplification works. The numbers: Average menu items decreased by 23% across top chains, while customer satisfaction scores increased by 18% when measured through feedback platforms. Sometimes giving customers fewer options creates a better experience overall.
Subway’s Daily Special Strategy
Subway has learned from past value meal failures and is trying a new approach. Subway’s added a new “Meal of the Day” menu that changes daily. Priced at $6.99 for a specific six-inch sub or $9.99 for a footlong, all meals include a small drink and two cookies or a bag of chips. Subway is hoping that this pivot will be more successful than its last attempt at a value meal. A $6.99 meal last year that included any six-inch sub with a drink and cookies or chips ended earlier than planned because of lackluster sales.
The rotating approach creates urgency and helps Subway manage inventory more efficiently. Instead of offering everything all the time, they’re betting that customers will appreciate focused daily deals that change throughout the week. This strategy also allows the chain to test which combinations resonate most with customers without committing to permanent menu additions.
Taco Bell’s Three-Tier Value Expansion
The taco chain is having so much success with its $7 “Luxe Cravings Box” that it’s expanding it with two new price points at $5 and $9. This tiered approach gives customers multiple entry points into value dining while maximizing revenue potential from different customer segments.
Taco Bell is also betting big on fried chicken and fries in 2025 with the return of its fan-favorite Nacho Fries and Crispy Chicken Nuggets, with the latter also added to new burritos and tacos. The returning Decades menu will pay tribute to the early 2000s with nostalgic favorites like the Doritos Locos Tacos and the Double Decker Taco.
The brand is simultaneously looking backward with nostalgic items while pushing forward with expanded value offerings. Like many of its fast food competitors, Taco Bell is also laser-focused on its beverage offerings this year, expecting sales to reach $5 billion in the next five years. This ambitious beverage growth target shows how chains are finding new revenue streams beyond traditional food sales.
Wendy’s AI-Powered Price Flexibility
Wendy’s is testing one of the most controversial menu adjustments in the industry. An experimental automatic price-changing tool will be going into effect at select Wendy’s test locations in the new year. This mechanism will reportedly have the ability to change prices and other aspects of the menu board based on number of customers and other contingencies. Wendy’s ensures, however, that it has no intention of using its new tool to hike up price tags on menu items; rather, to lower them during slower hours in an attempt to generate customer interest.
The company has also been pushing artificial intelligence integration more broadly. In 2023, the company known for its red-headed logo joined forces with Google Cloud to develop Wendy’sFreshAI, an artificial intelligence-based drive thru ordering system. Despite skepticism and even downright mockery from some consumers, the company has not given up on its honing of this tool, continually implementing it into more and more locations since its development.
KFC’s Hand-Breaded Nugget Comeback
KFC is known for its evolving and exciting menu and this new fast food item is an example. This year KFC has released its hand-breaded chicken nuggets with five different sauces including two returning flavors: Nashville Hot and Georgia Gold. Chicken lovers will be excited to try the new Sticky Chicky sweet and sour sauce, Korean barbecue and honey sriracha sauce.
The nugget focus represents KFC’s attempt to compete more directly with chains like Chick-fil-A and Raising Cane’s. As far as chicken chains go, Raising Cane’s is proving to be a better option in 2025 than KFC. That’s the main competition in terms of chains that specialize in chicken served at drive-thrus. Raising Cane’s is simply a newer, better, ingredient-play version of KFC – which, sadly, is now such an old chain that it’s atrophied. Raising Cane’s is the new, fresh player among chicken chains; all it has to do is be the new kid on the block and talk about having better sauce and ingredients than its competition.
Burger King’s PFAS-Free Packaging Transition
After being sued alongside McDonald’s in 2022 for the presence of PFAS in its packaging, Burger King, in accordance with the EPA’s three-year phase-out initiative, announced its dedication to ditching the forever chemicals that traditionally prevented grease build-up on its wrappers by 2025 or sooner. In February 2024, the FDA triumphantly announced that grease-resistant packaging containing PFAS was no longer being sold by suppliers anywhere in the United States market – a huge win for American health moving forward. Now, in 2025, consumers can order a Whopper with the confidence that the last of the PFAS-filled packaging is officially out of the picture.
These chemicals helped make the packaging grease-resistant, but they’re linked to serious health risks like cancer and fertility issues. Now, in 2025, the FDA made a big announcement: no more grease-resistant packaging with PFAS in the U.S. market. Big win for health, right? As more fast food chains like Burger King switch to more suitable packaging, it’s clear they’re listening to consumer demand for safer, eco-friendly options.
Dunkin’s Controversial Breakfast Deal Change
Dunkin’ added a new $5 breakfast meal deal. Included in the all-day deal are two breakfast wraps and a 14-ounce hot coffee or 24-ounce iced coffee. However, the change angered some of its fans, since it replaced a $6 meal deal that included a bacon, egg and cheese sandwich; hash browns; and a medium hot or iced coffee. Some people on social media complained that the new meal offers less food for a similar price and are asking the chain to bring back the previous option.
This backlash illustrates how sensitive customers have become to perceived value reductions. Even saving a dollar doesn’t matter if customers feel they’re getting less food. The reaction shows how carefully chains must balance cost-cutting with customer satisfaction in today’s price-sensitive environment.
Jack in the Box’s Chicago Return
The city of Chicago may have stunning buildings, beautiful lake views, and deep dish pizzas galore, but one thing it hasn’t had for the last 40 years? A local Jack in the Box. It’s true; Illinois’ largest city has been without the varied fast food chain for the past four decades. But in late 2024 and into 2025, the winds of change are blowing into the windy city – right along with the smell of the famous Jack in the Box tacos. Twelve Jack in the Box locations are expected to be planted over the duration of the coming year – two of these are already open – marking a historic new beginning for both the franchise and craving Chicago residents.
This expansion shows how established chains are still finding untapped markets in major metropolitan areas. The four-decade absence from Chicago represents significant missed revenue that the company is now trying to recapture through strategic geographic expansion.
Pizza Hut’s Build-Your-Own Box Innovation
Stuck on choosing one thing to eat at Pizza Hut? Well, this pizza giant has come up with a new fast food item that will solve your dilemma: the My Hutbox. From this year, customers can now create their own meals at affordable prices. Pair two personal pan pizzas with boneless wings or fries, and for those who don’t want pizza, swap it out for a cheesy melt.
The customizable approach reflects broader industry trends toward personalization and choice. With 207,827 fast food restaurants in the U.S., customization has become a key differentiator. This isn’t just about choosing if you want extra pickles – it’s about creating a dining experience that’s unique to each consumer.
Chick-fil-A’s Sustainability Push
Corporate social responsibility and sustainability continue to be Chick-fil-A priorities in 2025. Through its Shared Table program, the chain reduces food waste and helps feed those in need. Chick-fil-A actually achieved its 2025 goal of diverting 25 million pounds of landfill waste early in 2024. Imagine how much bigger our landfills would be if the 38 million pounds of food managed by Shared Table since 2020 had landed there instead of being donated to help fight hunger.
This environmental focus represents more than good publicity. Nearly 40% of people say they’d visit fast food and QSRs more often if those places used more sustainable packaging. Industry response to eco demand: About 65% of fast food and QSRs have already started using some form of eco-friendly packaging.
The Penny-Rounding Revolution
In the early months of 2025, amid ongoing penny shortages, fast-food giants like McDonald’s and Wendy’s are subtly reshaping their pricing strategies. This shift involves rounding cash transactions to the nearest nickel, a move that reflects broader economic pressures and currency evolution. According to Business Insider, these chains are tweaking bills to adapt to the absence of pennies, rounding up or down to simplify change-making.
Modern Retail reported in 2024 on fast-food price wars, with value meals introduced to combat inflation. The penny issue adds urgency, potentially accelerating menu digitization for real-time adjustments. Chains are leveraging this to refine pricing, blending rounding with value promotions to retain price-sensitive customers.
This seemingly minor operational change could have far-reaching effects on pricing psychology and customer behavior patterns.
These quiet menu adjustments reflect an industry in transition. Value and price will remain hot button items for consumers in 2025. The 2024 election demonstrated that consumers are hyper focused on the economy and rising prices. In the year ahead, operators who can continue to innovate in an environment where customers are price sensitive will be the winners. The chains making these strategic changes aren’t just responding to current pressures – they’re positioning themselves for a future where convenience, value, and customization define success. What do you think about these changes? Tell us in the comments.
