Most QSR chains are telling investors that the price increases they've taken haven't hurt traffic. That contradicts common sense and the word on the street says if it hasn't hurt yet, it soon will.
From friends, neighbors, reporters, analysts, to extended family, it seems to me that everyone outside the offices of QSR corporate headquarters is complaining about prices at quick-service restaurants. Part of the problem? Most chains are run by new generations of executives who have no background in the business of value.
When customer contraction begins to hurt sales the only answer will be an increase in deep discounting or the good old "burger wars".