Fast-food chains across America are under fire for relentless price hikes, but one brand has emerged as the undisputed leader in wallet-busting meals: Shake Shack. According to a recent study, the trendy burger joint topped the list of eateries drawing customer complaints for being wildly overpriced. Close behind was Five Guys, which has been accused of having “out of control” pricing.
Shake Shack raised its menu prices by 3% earlier this year, a move confirmed by CFO Katie Fogertey during an investor call. For diners already feeling the pinch of inflation, that modest increase was the tipping point for widespread backlash.
Five Guys isn’t faring much better, with customers lambasting the chain’s premium pricing for what many argue are standard fast-food offerings. With a simple burger and fries now costing as much as a sit-down meal, Americans are asking whether these chains have lost touch with their roots.
The study, conducted by language-learning company Preply, didn’t stop at fast-food chains. It also found that celebrity-owned restaurants, including those helmed by the likes of Gordon Ramsay, frequently face criticism for their steep prices. The report suggests that while some diners are willing to pay a premium for the cachet of a famous chef’s name or a trendy ambiance, many leave feeling shortchanged when the food and service don’t live up to the hype.
But it’s not just high-profile eateries facing scrutiny. The study revealed significant regional differences in how overpriced restaurants are perceived. Surprisingly, New York City—a global culinary capital—was found to have the least overpriced restaurants among major U.S. cities. On the flip side, California cities like Oakland and San Jose, as well as Virginia Beach, Virginia, were flagged as hotspots for overpriced dining experiences.
Researchers determined these rankings by analyzing online reviews for key terms like “pricey” and “rip-off,” providing a snapshot of where diners feel they’re getting the least bang for their buck.
The uproar over high prices isn’t limited to Shake Shack or celebrity establishments. Chains like Chipotle and McDonald’s have also drawn ire for what customers see as unjustified price surges. Chipotle, in particular, has faced a wave of criticism, with once-loyal patrons swearing off the burrito giant in favor of more affordable alternatives.
Meanwhile, McDonald’s has been embroiled in its own pricing controversy. A recent study claimed the cost of some menu items has surged by over 100%. The fast-food giant has pushed back, arguing that its pricing is determined by individual franchisees and that the findings are inflated.
Joe Erlinger, president of McDonald’s USA, dismissed the claims as exaggerated, stating that the price of a Big Mac, on average, has only increased by 21%.
For American diners, however, the numbers don’t always matter. What does is the growing sense that fast food, once synonymous with affordability, is becoming increasingly out of reach for the average family. As Shake Shack and its competitors continue to test the limits of what customers will pay, they risk alienating a consumer base already stretched thin by inflation. In the battle for budget-conscious diners, the stakes have never been higher.
