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Various fast food chains have angered fans due to sudden price hikes due to the rate of inflation.

Chipotle is one of the more recent chains to raise its prices after increasing its costs by 2 percent at restaurants nationwide in December 2024.

The quick service restaurant (QSR) market was worth around $406.7 billion in 2024 and is expected to value at $662.53 billion in 2029, according to Toast.

Some of the fast food industry's financial success is coming from tactics restaurant chains use to earn more money from customers.

These strategies can affect the way a customer thinks when or wants to purchase food, and in some ways, could be manipulative.

They could also be the reason why customers realize they've spent more money at a fast-food restaurant than initially planned.

Companies have implemented more strategies to help rack in money, and these are just some of their tactics below.

Meal deals

Meal deals, also known as combo deals, are popular at most fast-food restaurant chains worldwide.

They can either run temporarily or permanently, and the low price has played a role in why customers rush to purchase one.

The talked-about value meal war is an example of how this tactic has worked on customers despite the price hikes.

Examples of some of these meals include the $5 Your Way Meal at Burger King, the $7 Trio deal at Wendy's, and the revamped $5 meal deal from KFC.

Customers opting to purchase a larger combo meal will also get more food, but with the rise of inflation, the meal price could be significantly higher than expected.

Rewards programs

Nearly all fast-food restaurant chains would likely have a rewards program that features exclusive deals for its members.

Wendy's, Taco Bell, and Chick-fil-A are just a few of those chains with loyalty programs that customers believe are worthwhile.

'Loyalty programs are among the most effective ways businesses can cultivate customer engagement and repeat business,' Kevin Shahnazari, cofounder of FinlyWealth, told Business Insider in 2024.

However, the programs can also trick members into spending more money, which is a requirement to obtain some bonus items or limited-time offers.

Mobile apps

Customers usually have access to Rewards members by using the restaurant's mobile app.

Besides offering exclusive deals, customers can use the apps to order items and select the pickup location.

Around 15 percent of customers have opted to use mobile apps connected to restaurant chains, according to a study from Civic Science.

Chains can benefit from apps to promote its sales strategies through marketing campaigns, upselling, and cross-selling on the app.

These apps also give them complete access to methods that could trick them into spending more money.

Social media marketing

Social media marketing is essential for fast-food chains, along with other retailers due to advances in technology.

The average person spends approximately 143 minutes of social media every day, according to Statista.

Some of items they will use to access social media platforms include computers, phones, and iPads.

Fast-food chains have created their own profiles on social media platforms like X and Instagram to post images and videos that promote deals or new items.

Social media users will occasionally share the posts on to their profiles, leading to viral marketing campaigns.

With advertisements spreading like wildfire, it can make social media users want to purchase and try the viral item for themselves.

Offering kids meals and collectible toys (McDonald's toys)

Children interested in toys can grab one by ordering a kids meal or asking for the individual item at a restaurant.

Bob Bernstein, the inventor of McDonald's Happy Meal, explained why he added toys back in the 1970s.

'We were losing our endorsement of the kids,' he told CNN in 2022.

'We wanted to reestablish ourselves with kids and the family and say we were kid-friendly.'

Over the years, McDonald's toys has racked in additional money at restaurants, and older products can available to purchase for hundreds of dollar on resale websites such as eBay.

Upselling and cross-selling

Uppselling is a method where business will attempt to persuade customers to purchase an additional or more expensive item.

Cross-selling is when a business sells a different product or service to existing customers.

Little phrases like 'Would you like fires with that' is an example of these methods that customers could be asked while placing an order.

This method could also be used on mobile apps.

Partnering with third-party delivery services (DoorDash)

Delivery service apps like DoorDash and Uber Eats are popular methods social media users opt to use if they're not interesting in going to a location.

However, what some customers may not know is that restaurant chains can use these services as additional marketing channels.

Various delivery services come with its owns specials and features that are different from what customers may find at stores.

Some of them also include 'recommended add-ons' - a popular upselling technique.

Teaming up with celebrities and influencers

Restaurant chains have collaborated with celebrities and influencers to draw in customers that may be fans of the famous figures.

One collaboration announced earlier this month is John Cena and McDonald's.

McDonald's recruited the WWE superstar to help in promoting its all new McValue platform.

'I always talk about "earning my sunset" and there’s nothing like heading to McDonald’s after completely crushing your day,' Cena said in a January 7 press release.

'I'll admit – it's tough to choose between some of my favorites sometimes, but now I don’t have to.'

Other celebrities that have collaborated with fast-food chains include Justin Bieber, Megan Thee Stallion, and Kim Kardashian.

Paying attention to consumer trends

Consumer trends are the values and behaviors that can influence the decisions customers make when completing purchases.

Restaurant chains have found ways to adapt to them after understanding what the public wants.

These ideas could include adding themed menu items, creating promotions similar to its competitors, and creating deals that would make customers believe they will save money.

However, depending on what is included or the specific changes, it could cost more money compared to the original item's price.

Kiosks

Fast-food restaurant chains began experimenting with self-service kiosks back in 2006.

Today, they are ordering systems that are beneficial for customers who are uncomfortable with face-to-face interactions.

Although these machines can help someone's comfort level, they could also make a customer spend more money than necessary.

According to Business Insider, Shake Shack fans usually spend 10 percent more on their total purchase when using a self-service kiosk.

Each kiosk also has the same upselling and cross-selling features as a cashier would, meaning Shake Shack customers and other restaurant goers could be spending more money.

Capitalizing on holidays

The holiday season is one of the biggest times of the year for restaurant chains.

Some limited-time offers from fast food restaurants usually appear during Halloween, Christmas, Valentine's Day, and the Super Bowl.

McDonald's celebrated the holiday season by adding its Festive Holiday Pie, McCafé Peppermint Mocha, and an Eggnog Shake back onto its menus.

Some restaurants also celebrated national food days by offering free items with any purchase of a regular one.

Because these deals run for a limited time only, they can occasionally give customers and extra push in purchasing them.

Using QR codes (any QR code on a phone)

The use of QR codes rose during the COVID-19 pandemic, and it has since helped customers in finding restairant websites and menus.

Burger King used the QR code to help drive its business and promoted the idea on social media.

'Stay home today & watch the commercials on cable for a change. keep your phone out to scan the QR code in our new spot for a free Whopper with purchase,' Burger King wrote on X in April 2020.

Using QR codes connects consumers to the fast food chain's mobile app in hopes they'll become repeat customers.

The codes can also bring customers to a page advertising rewards programs, which could result in fans spending more money than planned.

Large appetizing images

Menus inside and outside restaurants will have pictures of nearly all its popular items, some of which are larger than others.

Customers figuring out what to eat could be intrigued by the pictures and give them an idea of what the finished item would look like.

Other than attraction, the high-resolution images can help restaurants have price hikes by 30 percent, according to Menu Cover Depot.

However, the actual product could turn out completely different, making customers believe it wasn't worth any money.

This issue has also resulted in lawsuits from customers claiming restaurants falsely advertised its items through images.

Artificial Intelligence

Commonly known as AI, this tactic is a sneaky method for restaurant chains to rake in money.

Various restaurant locations worldwide have already used AI to promote or convince customers to participate in deals.

One Burger King in Brazil launched a Hangover Whopper special, which required customers to use facial idea on the app in order to say how hungover they were.

AI has also been a talked-about feature that could potentially be used in all fast food restaurant locations nationwide.

The program has also played a role in various automated upsells.

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