The news: The war in Iran is making a difficult environment for restaurants even tougher as rising fuel and other costs reduce consumers’ appetite for eating out.

• McDonald’s CEO Chris Kempczinski said that the consumer outlook is “certainly not improving, and it may be getting a little bit worse,” as pressures on lower-income households rise and the Iran conflict dampens confidence.
• Papa John’s cited the “cautious consumer environment” as one factor that dragged North America comparable sales down 6.4% in Q1 2026, worse than analysts forecast.
• Shake Shack swung to a quarterly loss, which the company blamed on depressed traffic from winter storms, higher beef costs, and other pressures.

However, some chains were more upbeat.

• Burger King’s comparable sales jumped 5.8% YoY in Q1 thanks to the success of its “Reclaim the Flame” turnaround plan.
• McDonald’s comparable sales rose 3.9% YoY in Q1 due to strong demand for its value menu, limited-time promotions, and its Big Arch rollout.
• Comparable sales at Outback Steakhouse owner Bloomin’ Brands rose 0.9% YoY, while Applebee’s same-store sales increased 1.9%, as diners favored full-service restaurants with robust value menus.

The big picture: Restaurants face no end of challenges, from declining interest in dining out to rising costs to disruption in the Middle East.

Consumers cut restaurant spending as cost-of-living pressures rise. Roughly 2 in 5 (39%) of US consumers say they are dining out less often, according to a February LendingTree survey. Diners are also cutting costs in other ways, including limiting outings to drinks, appetizers, and desserts (13%), or opting for takeout to reduce tipping expenses (11%).

When consumers do go out, price is paramount. Roughly two-thirds of US parents (67.52%) cited price/value as the most important consideration when choosing a quick-service restaurant, according to an EMARKETER report.

High beef costs threaten margins. RBI expects beef costs to remain elevated until closer to 2027, which could hurt franchisee profitability. Shake Shack said that beef costs rose by low-teens percentages in Q1, and it expects inflation in the high single-digits this year.

War is disrupting regional sales. McDonald’s flagged a “volatile” operating environment in the Middle East, although it had no material impact on Q1 performance. Shake Shack wasn’t as lucky, as store closures, reduced operating hours, and a sharp decline in inbound tourism hurt revenues.

Implications for restaurants: With sentiment and buying power on the decline, operators have a limited playbook at their disposal.

Value is a must. The best-performing restaurant chains (McDonald’s, Burger King, Taco Bell) offer clear value, both in the form of low prices as well as quality products. However, QSRs that lean too far on discounting without upholding product standards risk getting pulled into damaging promotional wars—similar to the pressure facing Papa John’s and Pizza Hut—that further weaken their market position.

Marketing is key to connecting with customers. Savvy marketing can help brands elevate their value proposition or capitalize on viral moments—as Burger King did following Kempczinski’s widely panned Big Arch taste test.