Nolongertheaffordableoption,QSRslooktoconnectwithculture

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Quick service restaurants and value have gone hand in hand since the dawn of time (or at least since the 1920s, when White Castle set out to prove that fast, cheap food could also be surprisingly delicious). For just a few bucks, you could have a juicy cheeseburger in your hand in literal minutes.

But with inflation rising nationwide, QSRs are no longer the low-price beacons they once were. Sit-down restaurants like Applebee’s and Chili’s have been competing with deals like Chili’s 3 For Me, which includes a burger, an app, and a drink for just $10.99. And even with rising grocery prices, more people are opting to cook at home or get ready-to-go meals from their local grocery stores.

For many, QSRs are now seen as an occasional treat rather than an affordable staple. So how can these brands evolve to show value beyond the price?

The Joy Beyond The Bun

In a world that often feels heavy and overwhelming, QSRs are reliable sources of simple pleasure.

Sometimes you just need a damn Happy Meal. Not only for the taste, but for the experience of indulging in a beloved brand.

In the 1980s, Taco Bell smashed records with their Batman campaign. They flaunted enormous Batman cups (irresistible to fans) and cardboard cutouts (irresistible to thieves). People couldn’t get enough.

Now QSR brands can get more creative than ever with how they tap into — and even influence — culture. McDonald’s set TikTok ablaze with the bizarre Grimace Shake trend, where creators faked their own deaths in mini horror videos after drinking the shake. KFC added some spice with their finger-lickin’ partnership with rapper and singer Jack Harlow, who curated his own combo meal. And while Wendy’s has been serving entertainment to millions by roasting people online, Chick-fil-A has been supporting collegiate sports by sponsoring the Peach Bowl.

Whether it’s a billboard that smells like french fries, a meal that tastes like childhood, or a partnership that plays into customers’ passions, moments of joy push value so far beyond flavor.

Unmatched Convenience, with a Side of Deals

While price has always been a huge selling point for QSRs, convenience may just top it. And now the digital world can make these experiences more convenient than ever — with an added dash of dopamine from getting a great exclusive deal.

Fast food apps show customers exactly what they’re craving. They let customers repeat orders with just a few taps, removing not only the physical but also the mental load of indulging in a good meal. They also offer discounts and rewards programs, incentivizing loyal customers with the rush of savings while removing the pesky burden of hunting down coupons.

In-store kiosks make it easier than ever for customers to customize orders, add on to meals, and discover seasonal favorites. They’re more efficient. They’re more inclusive too, offering flexibility for customers who are deaf or speak other languages. And they’re tempting for customers who don’t feel like interacting with another human. All the flavor, none of the social anxiety.

Some customers have even started turning to QSRs for week-long convenience. Instead of buying and prepping a huge variety of ingredients, they’ve started ordering meal kits from brands like Moe’s for weekly meal prep. Or they’re stocking up on QSR favorites like Auntie Anne’s pretzels, so they can indulge whenever the craving hits without pulling up to the drive through.

A Craveable, Irreplaceable Lineup

QSRs thrive when they lean into what they already do that no one else can.

People still order Chipotle despite price increases because Chipotle offers a unique, fresh experience in the QSR space. Arby’s offers roast beef sandwiches and *chef’s kiss* curly fries like no other. And Taco Bell not only has vegetarian versions of almost everything on its menu, but also constantly reinvents itself through new items despite a modest ingredient list. (Not to mention the all-powerful Baja Blast.) 

While sit-down restaurants are often limited to apps and entrees, QSR brands have more flexibility to play with their menus. Taco Bell leans less into meals and more into the a la carte approach of selecting a wide variety of menu items — much like the Girl Dinner menu at Popeyes, which centered snackable sides instead of traditional meals. From creating new limited-time products to finding inspiration in online trends, QSR brands can experiment with combos at unparalleled speeds.

As Costs Rise, So Can Value

Rising costs may be inevitable, but they bring an opportunity for QSR brands to reimagine value.

By connecting with culture, finding new ways to elevate convenience, and experimenting with unique combos that customers love, they can make the spend feel worth it.

Yes, good things come to those who wait, but there's absolutely nothing like the taste of instant gratification with a side of nostalgia.

Photography: Marcella Winograd

Behind the Byline: Zahara Chaudhry & Krista Harder

• Zahara Chaudhry is a Senior Strategist at BASIC/DEPT who leverages cultural fluency and a passion for data to craft authentic digital experiences. Beginning her career in analytics, she eventually pivoted to the world of strategy and has since led efforts for QuickBooks, KFC, Ocean Spray, Lululemon, Asana, AT&T and others. When she isn't analyzing viral moments and their cultural implications, she can be found behind the lens of a camera or debating Stephen Curry's rightful place within the "GOAT" debate.
• Krista Harder is a Copywriter at BASIC/DEPT® who sees every word as an opportunity to connect with consumers. She crafts language for meaningful, intuitive digital experiences, impacting brands from nonprofits like Daniel’s Music Foundation to multinational organizations like AT&T.