With cost of living high, Massachusetts couples are planning a fast-food Valentine’s Day dinner; here are their top picks

Roses are red, violets are blue, inflation’s still biting… so nuggets for two? With the cost of living remaining stubbornly high in 2026, many couples are ditching the classic Valentine’s Day script of upscale dinners, pricey prix-fixe menus, and steep wine markups. Instead, they’re embracing budget-friendly alternatives like drive-thru runs, value meals, and cozy takeout nights—proving that romance isn’t fading; it’s just getting a practical, affordable upgrade, often delivered in a paper bag or cardboard box.

A recent survey of over 3,000 U.S. couples revealed that more than half (around 54%) say inflation has reshaped their Valentine’s plans, pushing a notable share toward fast-food spots for celebrations rather than traditional restaurants. Chains are leaning into the trend with fun, thematic promotions that keep things romantic without the splurge—think heart-shaped pizzas, special bundles, and limited-edition treats designed for sharing on a dime.

Pizza Hut, for example, has brought back its beloved heart-shaped pizzas for 2026, offering medium one-topping versions on hand-tossed crust starting around $11–$12 (prices vary by location), available through mid-February. Other brands like Chick-fil-A are rolling out heart-shaped trays loaded with nuggets, Chick-n-Minis, or desserts, while McDonald’s teases playful twists like a “McNugget Caviar” kit (pairing nuggets with actual caviar for a cheeky gourmet vibe). From White Castle’s annual “Love Castle” sit-down experiences to heart-shaped biscuits and deals at places like Marco’s Pizza or Dunkin’, fast-food chains are reframing love as accessible, shareable fun—often under $20—making February 14 feel special without breaking the bank.

To understand just how mainstream this shift has become, MarketBeat, a financial media company, surveyed 3,004 couples nationwide, asking whether they are considering dining at a fast-food restaurant for Valentine’s Day this year. The answer was emphatic: 67% said they absolutely are.

The top 5 choices in Massachusetts are:

#1. Chick-fil-A
Chick-fil-A appeals to couples who want to play it safe without feeling cheap. It’s familiar, polite, and quietly dependable – the kind of place that signals “I tried,” even if the setting is casual. The food feels a step above standard fast food, the service rarely disappoints, and there’s a wholesomeness that softens the Valentine’s Day gamble. If romance is about avoiding mistakes, this is a calculated, risk-averse choice.

#2. Pizza Hut
Pizza Hut is the “everyone wins” option. It’s filling, familiar, and universally understood — no explaining required. Couples choosing it are prioritizing comfort and certainty over novelty. There’s also something quietly generous about pizza: it’s meant to be shared, lingered over, and enjoyed without rushing. On Valentine’s Day, that translates into low pressure, full stomachs, and zero chance of ordering the wrong thing.

#3. KFC
KFC’s appeal lies in indulgence. People choosing it aren’t pretending it’s fancy – they’re leaning into the comfort of something filling and familiar. Fried chicken feels generous, shared, and grounding, especially when budgets are tight. It’s a Valentine’s choice that trades polish for payoff, prioritizing satisfaction over symbolism and trusting that the mood will follow.

#4. Subway
Subway attracts people who like control. Customization feels considerate – every choice signals thoughtfulness, even if the setting is casual. It’s also lighter, quieter, and less indulgent, which can feel refreshing amid Valentine’s excess. Choosing Subway suggests a low-key approach to romance: practical, flexible, and focused on preferences rather than presentation.

#5. Wendy’s
Wendy’s sits comfortably between value and quality, and couples seem to recognize that balance. It’s familiar but slightly elevated, casual but not careless. There’s also a self-aware edge to the brand that resonates – it doesn’t take itself too seriously. On Valentine’s Day, that confidence matters. It feels like a choice made without apology.

Interactive map showing each state’s top choice for Valentine’s Day

What Else the Survey Found

Beyond where couples are eating, the data paints a broader picture of how attitudes toward romance, money, and social expectations are shifting.

When asked whether a limited-edition Valentine’s menu would influence their restaurant choice, 68% said it would.

For those choosing fast food on Valentine’s Day, responses revealed a mix of practicality and emotional comfort:

• Lower cost: 28%
• Nostalgia or shared memories: 20%
• My partner genuinely enjoys it: 18%
• Less pressure, more relaxed: 16%
• Convenience: 10%
• Humor / not taking the day too seriously: 8%

Social norms appear to be catching up with wallets. When asked, 82% said fast-food dates are becoming more acceptable for special occasions.

Inflation is also clearly shaping expectations, with over half (54%) saying rising prices have changed how they plan to spend on Valentine’s Day this year.

And when men were asked how they currently view fast food:

• 38% see it as a comfort purchase
• 28% view it as a small indulgence
• 24% say it’s something they’re trying to cut back on
• 10% consider it a budget necessity

Perhaps most telling of all, when women were asked how they would react if their date suggested splitting the bill at a fast-food joint, 74% said they would be fine with it.

“We are seeing a broader trend where couples are prioritizing affordability, comfort, and shared experiences over formality,” says Matt Paulson, founder of MarketBeat. “When prices rise, people naturally gravitate toward options that still let them enjoy the day without financial pressure. Fast food simply fits the cultural moment: it’s accessible, it’s familiar, and for many couples, it turns Valentine’s Day into something warm and fun rather than expensive or stressful.”