Steak 'n Shake used social media to mock Five Guys over its burger prices by promoting a special Liberty Meal deal [1].
The marketing move highlights a growing trend of fast-food brands using public pricing disputes to attract cost-conscious consumers. By targeting a specific competitor, Steak 'n Shake is positioning itself as a more affordable alternative in a competitive quick-service market.
The company launched the campaign on X, formerly known as Twitter, following a viral post regarding the Liberty Meal [1]. The promotional bundle is priced at $17.76 [1]. This specific price point serves as a direct commentary on the cost of meals at Five Guys.
According to AOL News, the $17.76 Liberty Meal includes a double Steakburger, beef tallow fries, and a Patriot Milkshake [2]. The bundle allows the company to showcase a full meal offering while simultaneously criticizing the pricing strategies of its rival.
This approach is part of a broader strategy to leverage social media for brand visibility. A Fox News reporter said Steak 'n Shake is using the Liberty Meal deal to make a point about pricing [1]. The company did not specify a duration for the promotion in the viral posts.
The interaction on X reflects how brands now use real-time digital engagement to create narrative conflicts. By framing the cost of a burger as a matter of value, Steak 'n Shake aims to capture the attention of users who perceive Five Guys as overpriced.
“Steak 'n Shake is using the Liberty Meal deal to make a point about pricing.”
This social media campaign represents a shift toward 'combative marketing,' where brands use direct comparisons and price-shaming to gain market share. By anchoring the price to a patriotic number and targeting a premium competitor, Steak 'n Shake is attempting to align its brand with value and accessibility during a period of fluctuating food costs.
