Major fast-food chains are launching aggressive summer promotions in a bid to reverse a slowdown in customer traffic seen earlier this year.
Burger King announced a series of June deals aimed at boosting engagement, especially among members of its Royal Perks loyalty program. Kicking off the campaign on Sunday, the chain is offering a free Whopper with a $3 purchase in celebration of its 71st birthday. Additional promotions include a month-long buy-one-get-one-free deal on Impossible Whoppers, free mozzarella fries with a $1 purchase on National Cheese Day (June 4), a BOGO Whopper on Father’s Day, and free onion rings on National Onion Ring Day (June 22).
Wendy’s has also launched its own summer effort, titled “100 Days of Savings.” The campaign began on Wednesday with a 1-cent Jr. Bacon Cheeseburger offer tied to National Hamburger Day. Most deals will be available via the Wendy’s app, and the promotion is expected to include limited-time product partnerships, similar to the brand’s successful Thin Mints Frosty earlier this year.
Wendy’s CEO Kirk Tanner said the initiative addresses shifting consumer habits. “We believe we can win customers back with a value-driven strategy,” Tanner told analysts. “Our 100 Days of Savings campaign reflects a thoughtful approach to meeting customer needs and adapting to current challenges.”
Meanwhile, McDonald’s is responding to declining traffic by extending its operating hours for the summer. The company has also launched a hiring push to ensure franchise locations are fully staffed.
The promotional activity comes as quick-service restaurants across the board face a notable slowdown. In 2024, overall traffic at fast-food chains grew by just 2.3%, while burger-focused chains saw only a 1.3% rise, according to Technomic, a research firm affiliated with Restaurant Business. Both figures fall well below the 4% rise in menu prices due to inflation.
The first quarter of 2025 has brought more concerning numbers. McDonald’s posted a 3.6% drop in same-store sales — its worst performance since the COVID-19 pandemic. Wendy’s reported a 2.8% decrease, while Burger King saw a decline of 1.1%. Across publicly traded restaurant chains, the median drop in same-store sales was around 1%.
The industry’s collective response has been to double down on value and promotional campaigns to win back price-conscious diners.
“The consumer is clearly feeling financial pressure,” said Tanner. “That’s why we’ve planned for a full year of cautious spending and strategic value offers.”
As inflation continues to weigh on household budgets, fast-food companies hope that low-cost promotions and expanded availability will bring customers back through the doors this summer.
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