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Lunchtime at the Eaton Centre mall in downtown Toronto is a battleground for fast-food chains, as they compete for customers with enticing promotions and deals. Bourbon St. Grill is offering Jamaican patties for $5 and a student meal for $10.99, while New York Fries has a hotdog and pop combo for $7.49. Sansotei Ramen is knocking $2 off their popular dishes. This “value war” has been ongoing since the COVID-19 pandemic, as consumer habits shifted and people became more price-conscious. The battle for customers’ dollars is expected to continue well into 2025, with elevated promotions and discounts. McDonald’s, Wendy’s, and Tim Hortons have all joined in with their own deals and limited-time offers. The goal is to entice customers back into restaurants and increase spending, as many have been avoiding quick-serve restaurants due to inflation and rising prices. Taco Bell Canada has also jumped on the bandwagon with their Cravings Value menu. This trend is likely to have a significant impact on the fast-food industry, as chains try to attract and retain customers in a highly competitive market.