Steak 'n Shake Launches "Liberty Meal" Deal, Challenges Five Guys on Burger Pricing

Steak 'n Shake has unveiled a month-long promotional offering, dubbed the "Liberty Meal," to commemorate America's upcoming 250th anniversary. In announcing the special, the burger establishment took the opportunity to directly challenge a competitor regarding pricing.

The company declared on X (formerly Twitter) that the "Liberty Meal" would be available throughout July for $17.76 for two meals. Each "Liberty Meal" includes a double grass-fed Steakburger, beef tallow fries, and a Patriot Milkshake. The post concluded with a pointed remark: "Can't touch this, Mr. Five Guys..."

The social media post quickly gained traction, accumulating 1.5 million views and nearly a thousand comments, sparking a lively discussion among users.

Online Reactions Stir Debate

Many online observers weighed in on the implicit comparison. One X user asked, "Yo @FiveGuys, how will y'all respond?"

Responses varied, with some defending Five Guys. "They don't need to respond. Five Guys food is so much better," one person commented. Another added, "They respond by being good and filling. Both companies will satisfy one's individual hunger for $17.76."

A significant number of comments expressed enthusiasm for the "Liberty Meal" itself. Customers who had already tried the offer shared positive feedback, while others voiced disappointment about the limited availability of Steak 'n Shake locations in their areas.

"Love the July deal, we will be stopping by the new @SteaknShake location in Royal Oak, MI for this!" one user posted. Another remarked, "That's a great deal! Going to Steak 'n Shake with my kids this week."

Excitement continued with comments like, "Um, I know where we are eating for lunch tomorrow! Yum!" and "My son and I enjoyed our Liberty Meal yesterday. Thanks for the treat!" Another satisfied customer simply stated, "We enjoyed this tonight! Bravo!"

However, not all reactions were entirely positive regarding the pricing. One user questioned, "Wait that's a sale price? What's the regular price? That looks like a McDonald's double cheeseburger. Pretty weak for close to 20 bucks."

Another individual found the concept of paying $9 for a burger and fries (part of the deal which also includes a milkshake) exorbitant, prompting a sarcastic reply: "What century are you from?"

The comparison with Five Guys' pricing was a recurring theme. "That's easily $40 at Five Guys," one X user stated, while another humorously suggested, "You would need a home-equity loan for that at Five Guys."

The geographic reach of the chains also came up. One commenter noted, "Yeah, but there are 12 Five Guys in Philly, and zero of you," reflecting a sentiment shared by several users who wished for more Steak 'n Shake establishments.

Restaurant Landscape and Competitor's Stance

Steak 'n Shake has been engaged in a significant revitalization effort, as reported by QSR Magazine last year. This initiative follows the closure of approximately 200 restaurants between 2018 and 2025.

Meanwhile, Five Guys has not issued a public statement in response to Steak 'n Shake's social media post. The rival burger chain is currently highlighting its limited-time blackberry milkshake.