Fast-Food Chains Shift Marketing Beyond Price

Major fast-food chains including McDonald's, Burger King and Wendy's report 2025 earnings and announce strategies heading into 2026 emphasizing value beyond price. They combine aggressive pricing with menu innovation, cultural partnerships and loyalty promotions—citing McDonald's Minecraft and Monopoly campaigns, Burger King's SpongeBob tie-in and Wendy's Project Fresh—to sustain traffic and margins amid economic pressure.