After years when the leading trend in fast food involved increasing quality to compete with fast-casual restaurants, the industry has fallen back on old habits. The fast-food chains must walk a careful tightrope where their deals either bring in new customers or drive existing ones to buy items beyond the specials, preferably both. McDonald's: The chain has been heavily advertising its "McPick 2" promotion where consumers can choose two items from a list that includes the Big Mac, Filet O-Fish, and the 10-piece Chicken McNuggets.