Decision by country’s largest quick-service restaurant player will create ripple effects across entire supply chain

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McDonald’s Canada has pulled the pin on a full-scale price war.

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By freezing prices for an entire year on its $5 Value Meals and $1 menu items, the country’s largest quick-service restaurant (QSR) player is locking in entry level affordability at a moment when consumers have made it unmistakably clear they have had enough of fast-food inflation.

This is not a marketing flourish. It is a defensive economic move. The reaction from competitors was immediate. Burger King and Wendy’s are already leaning harder into value bundles and limited-time discounts.

When McDonald’s moves, the entire QSR sector adjusts. There is no larger price-setter in Canadian food service and history shows that when McDonald’s chooses........

© Windsor Star