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One sign Americans’ budgets are stressed
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Here’s something to chew on over today’s desk salad. As restaurant-chains reporter Daniela Sirtori covered second-quarter earnings, she noticed a trend: Diners are cutting back. Here’s what that might mean for fast food and beyond. Plus: Electric pickups aren’t the draw automakers hoped for, and more Americans are getting priced out of homeownership.

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Normal people check employment numbers or inflation figures to suss out if the economy is in distress. Because I write about restaurant chains, my gauges tend to be less orthodox. I’m listening to what fast-food breakfasts and pricey salads are telling me, and my takeaway is that things aren’t all that great.

We’re long past the days when Americans, buoyed by extra savings and pandemic-era stimulus checks, were spending on restaurant meals with abandon after being cooped up for months. Now, chains including McDonald’s, Wendy’s and Sweetgreen are warning that people are being far more cautious with their money. When that’s the case, one of the easiest things for them to cut is that morning McGriddle or Egg McMuffin. Breakfast is “absolutely the weakest” mealtime in terms of sales, McDonald’s Chief Executive Officer Chris Kempczinski said last week.

The reasons are simple. “When consumer uncertainty increases and consumers choose to eat another meal at home, breakfast is often the first place that they do that with,” Ken Cook, Wendy’s interim CEO, said. It’s not that hard—or expensive—to buy a store-brand cereal and some milk and call it a day. (The inflation data released Tuesday shows the cost of food away from home rose 0.3% in June, while grocery costs fell 0.1%.)

A Sweetgreen restaurant in Boston. Photographer: Adam Glanzman/Bloomberg

That will tide you over until lunch, when it’s time to decide whether you want to spend about $15 for your Sweetgreen salad. Increasingly for many people the answer is no: The chain last week posted its second quarterly sales slump, which was much bigger than Wall Street was expecting. Although it’s true that the chain’s bowls have become synonymous with office lunches, they’re also pretty discretionary. Another fast-casual staple, the Mediterranean chain Cava, said on Tuesday that sales would grow more slowly this year than it had anticipated. Here again, it’s not hard to fix yourself a sandwich, find a cheaper salad from a competitor or even trade down to fast food. 

Taco Bell has been happy to capitalize on this last option. In the US, the (sort of) Mexican chain has managed to increase the number of diners coming through its doors, thanks in part to offerings whose prices border on the ridiculous. Cheesy bean and rice burrito (420 calories) for $1.59, anyone?

There’s a lesson here for Sweetgreen. Economic stress completely recalibrates what people think is good value, and it’s on companies to meet consumers where they are. It seems like the salad chain has started to learn the lesson. Sweetgreen recently started offering $13 limited-time bowls, increased its chicken and tofu portions by 25% and introduced a loyalty program that offers some discounts. We’ll see if that’s enough to keep customers coming back for Harvest Bowls this fall.

Related news for grocery buyers: Amazon to Offer Same-Day Food Delivery in 2,300 Cities

In Brief

Video: Bessent Suggests Fed Rates Should Be 150-175 Bps Lower
  • Democratic lawmakers from Texas say they’re considering their options as reports say they could go home this weekend, ending a redistricting standoff.
  • The wellness and travel industries have identified the under-16 crowd as their next lucrative frontier with offerings that go well beyond “Mommy and Me” manicures.

No Spark for Electric Trucks

Illustration: Baptiste Virot for Bloomberg Businessweek

It’s understandable why Tesla Inc.’s polarizing, oddly polygonal Cybertruck didn’t ignite a sales frenzy, and the Rivian R1T’s advertised monthly payment of more than $800 puts it out of reach for most consumers. But even Ford Motor Co. and General Motors Co., two legacy automakers that sell hundreds of thousands of trucks in the US every year, haven’t been able to persuade more than a smattering of pickup-loving Americans to go electric.

Automakers collectively sold about 35,000 electric pickups to US drivers in the first half of 2025, down 4% from the year before. Meanwhile, 1.6 million gasoline-powered full-size pickups flew off lots during the same period, according to market research firm AutoForecast Solutions. Now automakers who rushed to invest billions of dollars to build plug-in pickups can’t help but wonder how they overestimated interest from their most loyal customers so badly.

They’re not giving up entirely just yet. This week, Ford announced plans to build a midsize electric pickup priced around $30,000 starting in 2027 in Louisville, Kentucky. The company’s hope is that the relatively lower price point will help revive lagging plug-in truck sales. But many drivers say there are other drawbacks besides price.

Concerns about battery capacity, especially when hauling heavy gear, remain, David Welch writes: The Electric Pickup Truck Boom Turned Into a Big Bust

New on Elon, Inc.

Tesla Inc. CEO Elon Musk left Washington and his “Department of Government Efficiency” initiative with a highly controversial and, many would say, disappointing track record. On this week’s podcast, Max Chafkin sits down with Wired magazine senior writer Makena Kelly to discuss the Musk’s DOGE legacy. Listen and subscribe on AppleSpotifyiHeart and the Bloomberg Terminal. 

A Disappearing Dream

Photographer: Tonje Thilesen for Bloomberg Businessweek

For six glorious years, Paul Woods and Nora Stout owned a home in the Los Angeles suburb of Altadena. They grew lemons and oranges and hosted rollicking parties around a backyard pool facing the purple San Gabriel Mountains. After years of renting, the couple had realized their dream of homeownership and, they thought, were on track for long-term financial security.

You can probably guess where this is going: up in flames. After the house was destroyed in LA’s catastrophic January wildfires, Woods and Stout sold their burned-out lot for $540,000, 20% less than they paid for the house in 2018 and about half of the home’s peak value right before the fire. They ruled out rebuilding, which would cost too much and take too long in a place that won’t ever be the same. So they’re back to renting—for now, in a one-bedroom apartment in Orange County, 40 miles from Altadena.

These days, though, it doesn’t take a fire—or even living in a famously in-demand coastal city—for the math of homeownership not to add up. Across the US, the costs of purchasing a home are compounding from a lack of new construction since the 2008 financial crisis, the lock-in effect of homeowners unwilling to relinquish low-rate mortgages, plus government policies that make buying and building more expensive. Combine that with mounting losses from climate-change-fueled disasters and other burdens of ownership, and more residents are finding themselves on the losing end of what was for years a solid bet on economic stability and wealth creation. As home sales fall to near-record lows, one of the cornerstones of the American dream is crumbling—and there’s no clear plan for fixing it.

John Gittelsohn looks at what it means if the American dream is increasingly unavailable: Americans Are Getting Priced Out of Homeownership at Record Rates

New, Hotter Normal

106.9F
That was the record-high temperature in the French city of Bordeaux this week. With extreme heat no longer rare in Europe, air conditioning is becoming a fixture of life in places long considered too cold for it.

Business Boom

“Finance is an essential area of competition between the US and China, and it is critical for its success in every area. China needs a super connector, and Hong Kong is a perfect location to play that role.”
Victoria Mio
Portfolio manager at Janus Henderson Group who manages as much as $500 million in assets
China has turned Hong Kong into a funding engine for mainland companies rushing to expand overseas. Read the full story here.

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