Fast food customers may have a favorite chain, but they’re also getting careful with their spending.

Not everyone has cut back, but even McDonald’s, which has generally not been a major player in the value space, has admitted that price has played a bigger role than it did in the past. In fact, CEO Chris Kempczinski has made it clear that value is a clear focus for the chain.

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“Our marketing efforts are reclaiming leadership in value and affordability through initiatives like Every Day Affordable Price menus and meal bundles. In the U.S., the January launch of the McValue platform provides consistent, compelling value, with the choice and flexibility our customers want,” he said during the chain’s fourth quarter earnings call.

That’s not just a United States effort, it’s a global one.

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“In many of our international markets, we are making further enhancements to our value programs in the first quarter to ensure that we are offering industry-leading value. And with good value at the foundation, we will overlay a strong pipeline of creative marketing ideas that will delight our fans and will provide full-margin check growth,” he added.

Wendy’s has always been a player in value with its $5 Biggie Bag being a menu staple. The chain, however, has an even cheaper deal that’s legendary with customers and it’s bringing that back. 

Wendy’s has made value a key part of its menu offering.

Image source: Katherine Frey/The The Washington Post via Getty Images

Wendy’s bring back a $4 deal

While Wendy’s  (WEN)  has offered various Biggie Bags, which contain a sandwich, a four-piece chicken nuggets, fries, and a drink for $5 or $6 depending upon which sandwiches are involved as a menu staple. 

Even $6 is a lower price point than similar meal deals from McDonald’s and Burger King. Wendy’s, however also has a famous $4 meal deal, the 4 for $4.

The 4 for $4 offered customers a Jr. Bacon Cheeseburger, four-piece chicken nuggets, small fries, and a small drink for $4. It was a wildly popular promotion that was discontinued in January 2024.

Now, at a time when consumers are especially value conscious, Wendy’s has brought back a $4 deal. It’s not the classic 4 for $4, however, it’s a little worse, but it still offers a lot of value.

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Instead of offering four items for $4, the new Wendy’s deal is a 2 for $4 Biggie Bundle which is available at select participating locations across the U.S., Fast Food Post reported.

As part of the new 2 for $4 deal, you can mix and match any two of the following menu items for $4:

• Jr. Bacon Cheeseburger (JBC)
• Double Stack
• 4-Piece Nuggs
• Small Soft Drink

“To take advantage of this deal, simply request the 2 for $4 Biggie Bundle at the counter or drive-thru at a participating restaurant near you. You can find the 2 for $4 Biggie Bundle at select participating Wendy’s locations across the country for a limited time,” the website reported.

Wendy’s understands consumers want value

Wendy’s CEO Kirk Tanner explained the chain’s plans to win back customers after a quarter in which global comparable sales dropped 1.1% while use same-store sales fell by 2.6%.

“The first leg of our strategy is providing our customers with fresh, famous food. We do this in three areas; cravable core, impactful innovation and collaborations, and relevant value,” he said during the fast-food giant’s first-quarter earnings call. 

Tanner is hopeful about Wendy’s plans for the summer.

“In this environment, we know that customers are looking for an even more compelling reason to visit restaurants. In response to changing consumer behavior, we’re launching a new 100 Days of Summer campaign to provide customers even more of our fresh, famous food through core innovation, collaborations, and value offerings at a time when our customers need it most,” he shared. 

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The CEO also plans to reward the company’s best customers.

“And for our most loyal and engaged Wendy’s fans, 100 Days of Summer will be 100 days of savings through our digital app with deals like National Friday to provide customers with more of our fan favorite hot and crispy fries,” he added.