Fast-food customers slammed by McFlation yearn for old days of 99-cents
Once a go-to for budget-friendly meals, fast food is rapidly becoming a splurge reserved for special occasions.
McDonald’s recently faced backlash for charging $18 for a Big Mac combo in Connecticut, while Shake Shack, Danny Meyer’s premium burger chain, was criticized online for pricing two sandwiches and a drink at $50 — roughly the cost of a full meal at many casual dining restaurants.
According to the Consumer Price Index report for limited-service meals and snacks, fast-food prices have jumped about 38% between 2020 and 2025, outpacing inflation by roughly 56% over the same period. “The pace of price increases since 2020 has been historically larger than normal,” said Jason Miller, Eli Broad Professor in Supply Chain Management at Michigan State University.
Rising menu costs reflect the broader pressures of inflation, with higher prices for food, supplies, and labor — particularly in states like New York, which recently introduced a $17 minimum wage.
From Cheap Eats to Splurge Meals
You don’t need an economics degree to notice fast food’s shift from everyday convenience to occasional indulgence. A glance at menus from decades past shows just how far prices have climbed.
McDonald’s: From Bargain to Luxury
The 1970s were a golden era for the Golden Arches. In 1970, every item on a McDonald’s menu was under a dollar, including the Big Mac at 49 cents. Even with New York markups, that price was just 85 cents in 1974 — a steal compared to the $7.29 Big Mac today, with combos topping $10 at 14 E. 47th St.
More recent comparisons show a similar trend. In 2009, a six-piece Chicken McNugget Happy Meal cost $4.39 with a drink, side, and toy — nearly $3 less than the $7.19 it commands today. Other items have surged too: small fries climbed from $1 to $2.49, McFlurries from $2.39 to $4.39, and apple pies from $1 for two to $3.39 in Midtown Manhattan.
Even McDonald’s CEO Chris Kempczinski has acknowledged the shift: “Eating at home has become more affordable. The battleground is certainly with that low-income consumer.”
Shake Shack: Premium Prices Grow
Shake Shack has always leaned into a more upscale approach, offering premium Angus beef and a New York City origin story. When it became a permanent kiosk in 2004, a Double Shack Burger cost $5.95 and cheese fries $2.45. Today, those items are $10.99 and $5.99, respectively. A 2024 Preply study named Shake Shack the most overpriced fast-food chain in the nation after a 3% price increase.
Taco Bell: Value Shrinks
In the 1990s, four soft taco Supremes could be bought for 99 cents each. Today, a single taco costs $3.99 at Taco Bell in Manhattan. The cheapest menu item is now a $1.29 Cheesy Roll Up, compared to a Spicy Chicken Taco back then. While minimum wage has grown — from $3.80 in 1990 to $7.25 today — it hasn’t kept pace with menu inflation. Nachos BellGrande, for example, went from $2.49 to $7.99.
Burger King and Wendy’s: Old Favorites, Higher Prices
Burger King’s flame-broiled Whopper ran $1.39 in the 1980s; today, it’s $6.99 at 106 Fulton St., New York. Wendy’s Classic Single and Spicy Chicken Filet, $2.19 and $3.19 respectively in 2005, now cost $6.99 each. Fans lament the change, with many nostalgic for the days when fast food was both affordable and plentiful.
From McDonald’s to Shake Shack, Taco Bell to Wendy’s, the story is clear: fast food has evolved from a budget option to a luxury treat. Nostalgia may remain, but wallets are feeling the squeeze more than ever.
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