The affordability of fast food, once a staple for many budget-conscious Americans, is now facing scrutiny as prices soar, prompting a shift in consumer behavior and impacting industry giants.

Read also: Surge in Production Costs May Put Pressure on U.S. Food Industry

Kevin Roberts, a Virginia high school teacher, reminisces about the days when a meal at Five Guys cost a mere $10. Today, the same meal sets him back double that amount, leading him to reserve fast food as a rare indulgence.

Roberts is not alone in his sentiment. A recent poll by Revenue Management Solutions revealed that a significant portion of individuals earning under $50,000 annually are cutting back on fast food due to cost concerns.

This trend poses challenges for major restaurant chains like McDonald’s and Taco Bell, where same-store sales have declined amid rising prices. Mark Kalinowski, president of Kalinowski Equity Research, emphasizes the impact on these chains, whose customer base predominantly comprises middle- and lower-income individuals.

As prices have surged over the years, the value proposition of fast food has diminished for many consumers. Roberts highlights the disconnect between price and quality, expressing reluctance to justify the expense for what he perceives as subpar food.

The price hikes are evident across various fast-food chains, with menu items like the McDonald’s Quarter Pounder with Cheese meal more than doubling in price since 2014. Other chains, including Popeye’s, Jimmy John’s, and Subway, have similarly raised their prices substantially.

Rising labor costs are cited as a key factor behind the price increases, with 22 states raising their minimum wages in January. However, labor advocates argue that the industry’s profit margins can absorb these costs without passing them on to consumers.

While fast-food companies explore strategies like rewards programs and mobile apps to retain customers, the impact of rising prices is acknowledged. McDonald’s CEO Chris Kempczinski acknowledges the importance of affordability, signaling a commitment to keeping prices competitive.

In the face of mounting costs and shifting consumer preferences, the fast-food industry grapples with maintaining its appeal while balancing the bottom line.