The Financial Post reports in its Tuesday, Dec. 10, edition that promotions are rampant at nearly every fast-food restaurant across the country, leading industry observers to refer to this trend as a "value war." A Canadian Press dispatch to the Post reports that the competition for your dollar will not only continue but may escalate even further next year. Bernstein analyst Danilo Gargiulo says, "It's going to be at least the first six months of 2025, when we're going to be seeing elevated promotions, but it's likely going to be the entire 2025." When COVID restrictions lifted, people initially spent their savings, but rising prices and inflation caused them to cut back. The drop in customers has continued, even with easing inflation, leaving the quick-serve industry wondering how to bring back diners. The solution has been to offer promotions. McDonald's Canada added several items to its McValue menu priced at $4 or less and dropped the cost of a small coffee to $1. Restaurant Brands International's Tim Hortons could not resist joining in. In recent months, it has discounted breakfast sandwiches to $3 for customers buying a coffee and also offered promotions allowing coffee purchasers to get a $1 doughnut.