By Alex Messeder
VP, Client Solutions
In these changing times, it’s more important than ever to benchmark against your quick-service restaurant (QSR) competition, especially relative to a rapidly shifting consumer landscape.
That’s why Revenue Management Solutions (RMS) tracks pricing data across more than 240,000 restaurant locations, providing monthly snapshots of national and state average prices for commonly ordered items. Using AI-driven benchmarking tools, RMS delivers a consistent, apples-to-apples (or should we say burgers-to-burgers) comparison across locations, competitive segments and regions.
Rising Prices, Shifting Behavior
The data shows clear evidence of pricing power. Take the crowd-favorite hamburger for example. When comparing the average U.S. national price for a burger in May 2025 to May 2022, the price has increased by 29% over the past three years.
Yes, your restaurant brand, and your franchisees, have raised prices to offset increasing costs. However, today’s guests are increasingly price-sensitive and value-conscious, often prioritizing perceived value over brand loyalty. For many operators, this means price increases now come with higher risk of guest attrition.
Across the quick-service industry, traffic is down. When value meals spiked, customers chased them, but RMS found that they didn’t stay.
So what now?
Value Beyond the Discount
RMS analysis shows that deep discounting may increase short-term traffic, but it doesn’t foster long-term loyalty. When value meals spike, guests may respond, but they don’t always stay.
This signals the need for a more strategic, data-driven approach to pricing that goes beyond reactive discounting.
The question isn’t “How much more can we charge?” but rather “How can we deliver value that keeps guests coming back?”
That answer starts with context. Not just knowing your own pricing but what your customers are seeing in your competitors’ stores and on their menus.
Today’s consumer isn’t staying within the lines. High-frequency restaurant users are now the most likely to pick up a meal at a grocery store instead of your drive-thru. RMS research shows that 24% of surveyed diners said they purchase pre-made meals from grocery stores more frequently than a year ago.
Family dining chains like Chili’s and TGI Fridays are also tempting quick-serve customers with $10 burgers. And 7-Elevens are steadily siphoning off value-driven traffic with grab-and-go options. Of the 2,000 U.S. consumers surveyed, 15% said that they go to convenience stores for grab-and-go options more often than in the past.
So it is clear that in this environment, your competition isn’t only the QSR across the street.
To deliver value, you need to know where you stand across all segments, not just your direct brand competitors.
That’s why RMS developed Competitor Price Intelligence, a restaurant tool designed to give restaurant leaders a clear, real-time picture of pricing trends across all segments.
The AI-powered pricing tracker enables franchisees and corporate teams to:
- Benchmark prices at the item, category and menu level
- Access accurate, pre-categorized competitor menu data
- Compare across geographies, zip codes and markets
- Monitor emerging value threats
It’s not just about knowing what your burger costs, it’s about understanding how the price compares across channels and its impact on perceived value.
Stay Ahead with Competitor Insights
Say goodbye to manual data collection with Competitor Price Intelligence. Monitor competitors and benchmark your menu with pre-categorized item comparisons. Get started today.
Strategic Pricing Guidance for the Second Half of 2025
As we look ahead, it is clear that the era of across-the-board price increases are no longer sustainable. Instead, consider these evidence-based strategies:
- Redefine “value”: Look beyond aggressive discounting. Consider smart bundling, limited-time offers, customization and loyalty incentives that protect margin while appealing to guest needs.
- Leverage Competitive Price Data: Use competitor price tracking tools, such as Competitor Price Intelligence, to evaluate how your pricing compares across all food service segments. Identify areas of opportunity and risk before guests make the switch.
- Localize Pricing Strategy: Prices and competition vary by market. RMS’ competitive data reveals trends down to the zip-code level, helping franchisees fine-tune their strategy by region.
- Test Pricing Strategies and Measure Impact: With RMS’ Price Studio, users can safely experiment with pricing strategies and assess their effects on sales, traffic, and margins; all in a risk-free environment.
Stay Competitive with Data-Driven Insights
The headlines may be focused on pricing wars, but smart operators know that real wins come from providing value customers can recognize and trust.
With Competitor Price Intelligence by RMS, you gain the competitor data and pricing benchmarks to protect traffic, drive check and strengthen long-term loyalty.
Want to know how your pricing compares in today’s market? Learn more about RMS Competitor Price Intelligence and how it can support your business objectives. Contact us today.
