For quick-service restaurants (QSRs), the battle for consumer attention has never been more competitive or more price-driven. The past two years have ushered in a new normal in fast food, where value messaging dominates the media narrative and continues to shape brand strategy as we progress into 2025.

PublicRelay’s analysis of media coverage from 10+ QSRs shows a 500%+ increase in QSR messaging focused on value since early 2023. The trend isn’t just a response to inflation; it’s a fundamental shift in how brands communicate their offerings, defend their market share, and shape consumer expectations.

The Data Behind the Value War

QSRs are locked in an escalating cycle of promotional battles, as seen in recent media trends:

• May 2024 Surge: McDonald’s $5 Meal Deal launch ignited a sustained three-month media spike, forcing competitors like Burger King and Wendy’s to introduce rival promotions.
• Seasonal Fluctuations: Holiday campaigns momentarily pushed deal messaging aside in late 2023, while seasonal events (e.g., Lent specials) caused a brief dip in March 2024.

With each major promotion, competitive ripple effects extend media coverage beyond the initial campaign, proving that in today’s QSR landscape, value is a conversation that brands must continually engage in.

Why Value-Driven QSR Messaging is Non-Negotiable

Beyond media hype, economic pressures are making affordability a top priority for both consumers and brands:

• Inflation & Price Sensitivity: Fast food prices have surged 60% since 2014, far outpacing general inflation. Customers are more price-conscious than ever.
• Margin Squeeze: Labor costs have risen 22% since 2019, making cost-effective promotions essential to maintaining profitability.
• The Grocery Threat: Supermarkets now hold a 310-basis-point price advantage over QSRs, meaning fast food must prove its value beyond just price points.

In this environment, QSR messaging that reinforces value-driven storytelling is essential—not just for sales, but for sustaining brand relevance.

What This Means for Communications Leaders

For PR and communications teams, value messaging is a strategic necessity. Here’s what QSR communicators need to keep in mind:

• Short-Term Wins vs. Long-Term Strategy: Promotions create temporary media spikes, but brands must balance them with broader positioning that reinforces long-term brand equity.
• Echo Effects Drive Media Longevity: Competitive responses extend deal-driven media cycles. Smart brands capitalize on this momentum by keeping value narratives fresh.
• Digital Loyalty Is the New Value Play: App-exclusive deals are becoming a critical tool for reinforcing value perception while strengthening customer retention.

The Future of QSR Messaging

Expect value-driven narratives to peak in summer months and taper off during holiday seasons as brands shift focus to festive campaigns. Ensure value messaging remains compelling and sustainable beyond short-term promotions. For communicators, this is a test of agility. How will brands balance short-term promotional buzz with a long-term value platform that keeps customers engaged?

Connect with us to learn how PublicRelay can help your brand adapt to this value-first landscape.