肯德基近期推出了一系列吸引顾客的举措，包括回归备受喜爱的蜂蜜烧烤酱，并限时降低部分菜单项价格，如肯德基炸鸡三明治。此举旨在应对快餐行业日益激烈的竞争以及消费者对经济实惠餐点的需求。此前，麦当劳也通过重新推出“超值套餐”来吸引预算有限的顾客，这促使整个行业掀起了一股价值导向的促销浪潮，包括IHOP和Jack in the Box等品牌也纷纷调整菜单和定价策略，以期在经济不确定时期留住并吸引更多消费者。

🍗 经典回归与新品刺激：肯德基宣布其备受追捧的蜂蜜烧烤酱回归，并首次允许顾客将喜爱的炸鸡产品蘸取这款酱料，同时还限时推出了价格更亲民的肯德基炸鸡三明治（3.99美元）。此外，上月还因应强劲需求，在全国范围内恢复了土豆块和香辣鸡翅等热门产品，以期重新赢得顾客的青睐。

📈 行业价格战加剧：随着消费者对食品价格上涨日益敏感，快餐行业正面临客流量下滑的挑战。为应对这一局面，麦当劳重推“超值套餐”，提供八种不同组合的早餐、午餐和晚餐套餐，比单独购买能节省约15%的费用。这一举措引发了整个行业的连锁反应，促使包括IHOP和Jack in the Box在内的竞争对手纷纷推出更具吸引力的价值菜单或调整定价策略，以期在市场中占据优势。

💡 策略调整以应对经济压力：快餐巨头们正积极调整策略以应对经济不确定性对消费者支出的影响。肯德基美国区总裁强调，此次举措是“将反馈转化为行动”的体现，旨在通过提供更多理由让消费者“重新爱上”品牌。分析师指出，在价格压力下，大多数大型连锁餐厅都在努力优化现有菜单和食材，并借助后台财务团队的力量，以具有竞争力的价格提供令人满意且实质性的产品，从而留住现有客户并吸引新客户。

KFC is the latest in a growing number of its rivals in the quick-service restaurant sector that are turning up the heat with aggressive promotions and new menu items to drum up traffic.

The chain posted on X on Tuesday that its original honey barbecue sauce is back at locations nationwide after it stirred up a consumer craze when it was first introduced in the 1990s. 

"The sauce became an obsession – inspiring petitions, thousands of mentions across social channels, and even copycat recipes from desperate fans. Now, the one-of-a-kind sauce is back and bigger than ever – for the first time ever, fans can get their favorite items dunked in the sauce," the company said in announcing its return.

MCDONALD’S BRINGS BACK EXTRA VALUE MEALS TO LURE BUDGET-CONSCIOUS CUSTOMERS

The company is also temporarily reducing the price of menu favorites, including the KFC Chicken Sandwich, which will cost $3.99.

The company also brought back its potato wedges and top-rated Hot & Spicy Wings to menus nationwide last month in response to strong demand. 

MCDONALD’S NEW ADULT HAPPY MEAL BRINGS BACK NOSTALGIC CHARACTERS 

"This isn't just a nostalgic nod. It's an example of how we're turning feedback into action as we chart our Kentucky Fried Comeback, a bold, brand-wide rally to give people more reasons to fall in love with us all over again," KFC U.S. President Catherine Tan-Gillespie said. 

Rising menu prices have caused traffic to dip at fast-food restaurants as economic concerns push their core customers to rein in discretionary spending. 

IS THERE A FAST-FOOD PRICE WAR LOOMING?

McDonald's announced last month that it was doubling down on its value proposition to rejuvenate traffic. The Godlen Arches brought back its Extra Value Meals, offering customers eight meal bundles for breakfast, lunch and dinner, saving customers 15% more than if they bought items separately. 

The highly anticipated move from McDonald's ignited a shift in the entire industry, as rivals began offering competing deals aimed at budget-conscious consumers. 

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With McDonald's recent lean on value, "most scaled restaurants are working very hard with their existing menus and ingredients along with their back-office finance teams to derive wholesome, satisfying and substantive offerings at competitive prices to both retain existing clients and drive new customers," Mark Wasilefsky, head of restaurant and franchise finance at TD Bank, previously told FOX Business. 

For instance, shortly after McDonald's announced it was bringing back Extra Value Meals for the first time since 2019, IHOP announced it was introducing an everyday value menu as part of its core offerings. American fast-food chain Jack in the Box also announced it would introduce larger cup sizes – about a 25% increase in ounces – while also lowering prices across drive-thru menu boards.