Fast-food chains are walking a fine line when it comes to pricing. Consumers view meals above $10 as no longer a bargain, experts say. To stay competitive, some chains are offering combos under the $10 mark. This threshold appears to be the make-or-break point for many customers. Industry professionals and analysts attribute this trend to consumer behavior.
Source: https://www.marketwatch.com/story/its-like-a-psychological-ceiling-why-fast-food-chains-are-trying-to-stay-below-10-in-their-pricing-a12362cc