Are Millennials to Blame? Restaurants and Fast Food Chains in the US Are Dying for Obvious Reasons

Millennials have been unfairly blamed for the death of various industries, and some headlines in the past have pointed to this generation as the reason restaurant chains are dying. The truth is simpler: restaurants and fast food chains aren’t worth the cost anymore.

You’ve likely seen news over the years about restaurants and fast food chains that are declaring bankruptcy or closing stores that aren’t bringing in a profit. The popularity of TikTok has now given consumers and employees a platform to share both sides of their experiences with shifts within the industry and customers that make it clear there’s no alignment anymore.

As operating costs and leases increase, the food prices increase. At the same time, there’s a global cost-of-living crisis happening, so being able to afford regular takeout is no longer viable for many people who have to stretch their budgets. On top of that, chains receive complaints from consumers on social media who are finding that the value of the food doesn’t match the price.

Food Prices Versus Food Quality

If the food is good enough, customers are usually willing to set aside or save up some money to treat themselves, which is a bonus for the mom-and-pop restaurants that can be the hidden gems of your community. As for chains, customers have no problems sharing what they received online, along with their feelings about it.

While prices and experiences will vary greatly by location, it’s clear that there’s a rising number of people who are finding that food from restaurants and fast food chains just isn’t worth it.

On TikTok, kayy.behindascenes shared a filet mignon from Longhorn’s that cost $35 and could be flopped around like rubber. For queenkp98 on TikTok, disappointment arrived in the form of Door Dashed IHOP food, as she states her orders were frequently wrong and lacking in their quality.

At the same time, users like aaureliestrella on TikTok share their joy of value menus, which let’s her get a $6 meal at IHOP. So, while IHOP might have some hope left as there are a number of people sharing positive experiences also, that doesn’t feel like the case for Denny’s, where ttshiamo shared the triple dipper dupe and found it disappointing as other users question how they’re still in business.

The comments on katewible’s TikTok about finding a bug in her Chipotle end up being a great overview of the food industry right now. Half of the commenters love the food, but the other half hate it. Whether you find a positive or negative video about a food chain, the mixed responses are surprisingly consistent.

Will Restaurants and Fast Food Chains Improve?

While you might have locations from the same chain that are great and others that are terrible, the key to bringing down costs lies in value menus and app deals. Most chains have a mobile app that lets you order ahead, and you can often find deals that are exclusive to the app. It’s not a perfect solution, but it can spare your wallet and is the most likely path for chains to stay open in the middle of affordability issues impacting the general population.

(featured image: TikTok)

This is an opinion piece. The views expressed in this article are those of just the author.