Why fast food industry watchers expect big discounts in the first half of 2025

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This onslaught of promotions has taken shape at just about every fast-food joint across the country, intensifying into what industry watchers have dubbed a 'value war.'

WATCH: University of Regina economics professor Jason Childs explains the GST holiday tax break and what items are included and if it would impact cost of living for consumers. Meantime, he adds this break is a huge cost for retailers. If passed in the Senate, the temporary measure would be between Dec. 14 2024 until Feb. 15 2025.It’s lunch time at the Eaton Centre mall in downtown Toronto and every corner of the food court is hungry for customers.

They’re predicting the battle for your buck isn’t going away anytime soon and may even hit new heights next year.“It’s going to be at least the first six months of 2025, when we’re going to be seeing elevated promotions, but it’s likely going to be the entire 2025,” said Danilo Gargiulo, investment research firm Bernstein’s senior analyst specializing in restaurants.

“All these collaborations and limited time offers really try to put consumers back into the store with the idea that once you’re there, you can really discover how nice it is, how good the experience is and maybe you’re going to come back,” Gargiulo said. “If one brand goes and drops their nuggets to $3 for 10, another brand is going to be doing the same thing,” she saidSitting it out of the fast-food wars can be dangerous — a lesson Popeyes Louisiana Kitchen learned when its system-wide sales fell 0.8 per cent and its comparable sales almost four per cent last quarter.

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