NEW YORK, NY – From Lower Manhattan to Washington Heights, Wendy’s customers are calling foul on what they describe as shrinking burgers, smaller nuggets, and full-price meals that don’t fill them up.
The fast-food chain has become the latest brand accused of shrinkflation, as social media users share photos and videos of allegedly reduced portion sizes.
In one viral post, a customer compared a Junior Bacon Cheeseburger from a Wendy’s Biggie Meal to a drink lid, calling it “two bites at most.”
Across the U.S., Wendy’s is facing mounting backlash from diners who say the chain is quietly downsizing menu items amid rising costs and inflation pressures.
Customers slam Wendy’s for shrinking meals
A Hempstead resident outside New York City posted on X (formerly Twitter) accusing Wendy’s of “scamming customers by downsizing your products and charging full price.” Others echoed the complaint, calling out smaller chicken sandwiches and bland flavors.
Inside Manhattan, frequent diners are voicing similar frustrations. At the Wendy’s on 34th Street near Penn Station, Yelp reviewers noted soggy fries and “undersized sandwiches” that no longer justify the price tag.
Customers at the 111 Fulton Street and 20 E 14th Street locations report the same issues, citing declining quality and reduced portions throughout 2025.
Industry review site The Daily Meal reported that Wendy’s overall quality ratings dropped from 2024 to 2025, with portion size among the most common grievances.
Corporate downsizing adds to consumer backlash
Wendy’s recently confirmed plans to close nearly 300 underperforming stores nationwide beginning late this year, part of a restructuring effort tied to slower sales and inflation pressures. Analysts say softer demand from lower-income consumers has driven cost-cutting across the fast-food sector.
In New York City, where affordability is already stretched thin, smaller servings may alienate the very customers who rely on quick, inexpensive meals. Locations in East Harlem and Washington Heights remain busy, but locals report feeling shortchanged.
Shrinkflation hits fast-food rivals
The controversy isn’t limited to Wendy’s. Competitors like McDonald’s and Burger King have also been accused of reducing portion sizes without cutting prices, drawing similar criticism on social media.
While Wendy’s continues to promote its “fresh, never frozen beef” and signature Frosty, frustrated diners say the company’s reputation for value is slipping. One X user summed up the sentiment: “Quality down and your portion sizes suck.”
Wendy’s response to shrinking food, or a decrease in sales, is a strategic plan called Project Fresh, which includes closing 200-350 U.S. restaurants, focusing on profitable growth, and reallocating resources to areas like a new chicken tender menu and beverage innovation. This strategy is a reaction to a recent decline in sales, partly driven by lower-income consumers cutting back on fast-food visits due to inflation. While the plan focuses on restructuring and improving profitability, the company has not specifically addressed recent customer perceptions of portion size changes beyond the new menu items and overall business strategy.
Project Fresh strategic plan
- Store closures: Wendy’s plans to close approximately 200 to 350 restaurants in the U.S. (a 4% to 6% reduction) to eliminate underperforming locations and improve overall financial performance.
- Focus on growth: The plan is designed to improve franchisee profitability and drive profitable growth.
- Menu and beverage innovation: The company is concentrating on successful product categories. This includes launching a new chicken tender menu with six dipping sauces and introducing new coffee and energy drink options.
- Operational excellence: The company is also focusing on operational efficiency and a reallocation of capital and resources to support the new strategy.
Context and consumer behavior
- Sales decline: The turnaround plan comes after a recent drop in same-store sales, attributed to reduced consumer traffic, especially among lower-income customers who are cutting back on spending due to inflation.
- Broader industry trend: Wendy’s isn’t the only fast-food chain facing this challenge; other companies have also seen sales declines and are restructuring their operations in response to a more cost-conscious consumer base.
- Past incidents: While the current focus is on the Project Fresh plan, Wendy’s has addressed consumer perceptions about food size in the past. For example, a previous response to complaints about chicken texture involved a campaign to use smaller chickens to improve tenderness and flavor.