McDonald's Corporation has revealed that lower-income customers are reducing their consumption of purchases from QSRs. According to the January Consumer Price Index report, food at home rose 1.3 percent in 2023 compared to dining out at 5.2 percent.  McDonald’s CEO, Chris Kempczinski commented on the problem of “affordability” in an Investors’ call, indicating a future change in menus and pricing.

Middle- and high-income demographics are apparently not deterred by rising prices but potential customers earning less than $50,000 per year are opting for lower priced menus or eating at home.  It is evident that QSRs will have to reduce prices of some menu items and reintroduce value meals and individual items ranging from $1 to $3 per serving.