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Subway, Little Caesars, KFC know what you don’t: $5 is a magic price | USA Today

So he heads to Taco Bell where, for a mere $5, he can load up on one of the chain’s meal deals. On a budget, his $5 haul usually serves as dinner, but occasionally, he’ll save some of the food for the following day.

“Value is important; it keeps me coming back,” Jones said.

In the fast-food world, five – as in $5 – is the magic number. It has become the de facto sweet spot for trying to lure in customers based on meal price.

Chicken chain KFC has its $5 Fill Ups. Subway brought back its famous $5 Footlong sandwiches this winter. Little Caesars boasts a $5 Lunch Combo and Taco Bell has its $5 Buck Boxes. Plus, there are Dairy Queen’s $5 Buck Lunch and Carl’s Jr./Hardee’s $5 All Star Meals that debuted in September.

The American fast-food devotee is conditioned to expect a good deal, and that means food offers for a crisp $5 bill are likely to be unaffected by general inflationary pressures, commodity price swings and tariffs.

“A lot of us are finding $5 is really a good value and building offers that consumers respond to,” said Tony Weisman, chief marketing officer at Dunkin’ Donuts. “We have so many formidable competitors that a value situation is to be expected as everyone is trying to attract traffic.”

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Subway, Little Caesars, KFC know what you don’t: $5 is a magic price.

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