Danny Klein’s Post

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VP Editorial Director, Food, Retail, & Hospitality I QSR and FSR magazines I PMQ I CStore Decisions I Club + Resort

Using pricing survey data from BTIG, let's take a look at what's going on in California. As you'd expect, quick-service brands are raising prices. Fast casuals more aggressively than fast-food chains. And interestingly, McDonald's appears to be holding the line. Of course, all of this is a moving dynamic. Nobody really knows how guests will react or what's coming next (that $20 rate is likely to go higher). Who might benefit? Casual dining, third-party delivery, and robotics companies. What exactly is the value proposition these days? It's hard to understate how much all of this has shaken that equation, and basically overnight.

Customers Shoulder Burden of California's Fast-Food Wage Spike - QSR Magazine

Customers Shoulder Burden of California's Fast-Food Wage Spike - QSR Magazine

https://www.qsrmagazine.com

McDonald’s is holding the line because they beat everyone to the punch long before this. To put things into perspective, a Double Quarter LB Combo is between $18-21 depending on area, tax, etc, making a meal for a family of 4 as much as $80+. While using hourly wages as the scapegoat, McDonalds increased profits by nearly 5% in 2022, and over 10% in 2023…. To the tune of $14.5B. The corp chains that are raking record profits, and paying astronomical C Suite salaries, are pushing total misinformation to make the general public think that paying one $20/hr is the issue. What is basically still a fraction of what wages should be based on inflation rates over the past 30 years, and still a wage that is not realistically a livable wage, hourly rate increases is not the issue and never was. So, that’s said, the beneficiary of this are the people who are making this a min wage issue - the McDonalds execs of the world (who are also the ones with shares in robotics tech companies). Who’s hurt should be the question…. The consumer, and the little guy in restaurant ownership who doesn’t have enough market share to charge $20 for a fast food meal.

Great analysis! To uncover deeper insights, consider implementing a segmented pricing strategy across multiple markets, then utilize predictive modeling to forecast outcomes based on varying economic scenarios.

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This is going to be interesting to watch, not sure what’s going to happen. Staff are happier, businesses will pass this along to buyers and some will close I would assume

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Dave R. Watson

Consultant and business owner

8mo

“What exactly is the value proposition these days?” indeed.

The restaurants raising pricing are the ones going to holding the bag Danny Klein as inflation continues to soar, people will shave op spending and places will close en masse guaranteed

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