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Add The New York Post on Google Originally Published by: Job growth rebounded in August with solid gains Popular squishy toys recalled over potentially deadly water bead hazard Mortgage rates jump to highest level in over a year Checkers & Rally’s is leaning into value as Americans remain squeezed by higher everyday expenses, and the fast-food chain’s CEO says consumers’ demand for affordability has intensified over the past couple of years.
The chain is offering a $4 Unbeatable Meal Deal, priced at $5 in select markets, as restaurants compete for increasingly price-conscious customers. Checkers & Rally’s CEO Chris Tebben said the company has seen firsthand how strongly consumers respond when prices come down.
Checkers & Rally’s first launched a $4 version of the meal deal around May 2025, and Tebben said the company saw an improvement in transaction trends after its introduction.
“I think it was around the May timeframe in ’25 and certainly saw the consumer respond, and the trend in our transaction was much improved,” Tebben told FOX Business.
The response comes as consumers continue to grapple with higher costs for everyday necessities, putting pressure on restaurants to convince customers that eating out is worth the expense.
“I think we’ve seen over the last couple of years the need for value continues to intensify and, let’s face it, consumers are continuing to feel the pressures of a lot of everyday necessities. And I think that’s why affordability plays such an important role when they choose to spend some of that money for an away from home occasion,” Tebben said.
Restaurant prices have continued to rise , adding to the cost pressures facing consumers. Prices for food away from home have climbed over the past year, including at limited-service restaurants such as fast-food chains.
The pressure on consumers presents a difficult equation for restaurant operators, which have faced their own rising expenses while trying to keep menu prices attractive.
“Certainly what we’re trying to do with value. Value has always been at the heart of our brand. And, so, it’s certainly more difficult in today’s economic environment in terms of inflation and food costs to make that equation work,” Tebben said.
Tebben said Checkers & Rally’s has worked to improve its core food costs, giving the company more room to invest in value offerings while still making the economics work for the company and its franchisees.
“We’re certainly trying to drive more than our fair share of consumer occasions with the value offering. And then we’re always mindful of that balance to have to make sure that it works economically for both us and the terrific group of franchisees that we have,” he said.
The balancing act is playing out across the restaurant industry as major chains compete for consumers looking for more food for less money.
McDonald’s has leaned into its McValue platform and meal deals, while Wendy’s has promoted its own lineup of Biggie Deals as restaurant chains try to appeal to customers watching their budgets.
For Checkers & Rally’s, however, the strategy does not necessarily mean putting a deeply discounted meal on the permanent menu.
Tebben said the company instead sees an opportunity to bring versions of the promotion back at different points depending on consumer demand and broader eco…