New York
CNN
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Wednesday is National Cheeseburger Day, with some of the biggest chains offering much-needed discounts following consumer complaints about rising prices.

McDonald’s, the largest company, is selling 50-cent double cheeseburgers when ordered through its app — about 45 cents more than what the chain’s original burger cost in 1948. It’s part of a series of deals the company has made to boost flagging sales, including recently extending the popular $5 meal through December.

Fast food is a low-margin business with little customer loyalty. Chains have unveiled large giveaways, usually tied to their mobile apps, to boost business and develop more repeat customers.

And McDonald’s isn’t the only burger chain offering deals. Wendy’s is selling a junior bacon cheeseburger for just one cent through September 22, as long as you buy something else from the menu on its app. Burger King is also giving away a free cheeseburger as long as you buy something else costing at least $1 through its app.

Smaller chains are also offering similar deals. Jack in the Box is throwing in a “Jumbo Jack” cheeseburger when you buy $1 in the app, and the Carl’s Jr. app is offering a double cheeseburger for half price. White Castle is offering buy one, get one on its Cheese Sliders in the app with the code “SAYCHEESE.”

Smashburger, which just unveiled a new logo and menu, is selling $5 cheeseburgers (which normally cost more than $7) with the code “BURGERDAY” on its app or in-store, and is also offering a vegetarian option. It’s also giving a “bounce-back coupon” to anyone who orders the deal, allowing customers to get 50 percent off a burger or sandwich on their next visit.

McDonald’s expensive burgers have become a source of criticism and a symbol of high fast-food prices. Joe Erlinger, president of McDonald’s USA, wrote in an open letter posted on the company’s website in May that the company’s franchisees should avoid one-time price increases that would damage the company’s reputation. And he noted that prices haven’t gone up nearly as much as people think.

However, customers have turned their backs on fast food chains, opting instead for casual restaurant chains like Applebee’s and Chili’s, many of whom believe these chains offer better value for their money.

For fast food companies, promotions are currently of great importance to attract customers back.