January Fast-Food Bargains in Full Swing

The typically slow month for fast-food sales is prompting many QSRs to boost cheap-eat promos and lure customers.

January 09, 2012

MCLEAN, Va. - As consumers recover from holiday spending and indulging, the fast-food industry typically takes a plunge in January, reports USA Today, which is prompting many in quick-serve business to boost deals and promos.

The NPD Group is suggesting that the fast-food industry will struggle this year, with 3Q11 traffic to QSRs showing a .6% decline. ""Nobody's expecting this to be a great year," added Scott Hume, a restaurant industry blogger. "There's a real tone of worry."

For a limited time, Taco Bell recently brought back its 99-cent Beefy Crunch Burrito. "After a month of traveling, buying gifts and dining out, many consumers know that their January credit card statement is going to be painful," Tom Wagner, consumer insights vice president at Taco Bell, told the newspaper.

Wendy's is pushing its 99-cent Value Menu, including a 2.25-ounce Cheesy Cheddarburger made with 25% more beef. KFC kicked off its "$11 Weekend Buckets" promo, available on Saturdays and Sundays this month. "January can be a tough time for consumers because of the post-holiday financial squeeze," commented KFC marketing officer Jason Marker.

Steak 'n Shake, meanwhile, instituted a price freeze pledge. "During 2012, we have no intentions of raising prices," CEO Sardar Biglari told the newspaper, adding, "We are attempting to insulate our customers from inflation."

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