Celebrity chef Robert Irvine on the big mistake fast food giants are making

Fast food chains could use more humanity in their businesses as they look to jump-start sales after a mostly challenging year.

"I think that the mistakes of these major companies — and there are some that are getting it right, by the way — they're trying to put profit over people, and that's the business way, right?" celebrity chef Robert Irvine said on the Power Players with Brian Sozzi podcast (video above; listen in below). "I think if you listen to the people, and we start to change habits, instead of thinking about profit … profit will come. You do the right things, profit and money will always come to you."

Sales for the fast food industry have been mixed at best this year as consumers push back on ever-rising prices.

Same-store sales across the limited-service sector rose a meager 1.6% in the first half of 2026, according to Black Box Intelligence. Guest counts fell 2% over the same period. Sales essentially increased because prices went up. Guest counts fell as prices went up.

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Quick-service restaurant menu prices are up roughly 24% to 25% since 2020 across most major brands, Black Box Intelligence pointed out.

But that has started to backfire on brands not investing aggressively in upleveling their customer service.

The largest example is McDonald's ( MCD ). After a challenging first half of the year, weakness continued into the third quarter. US same-store sales fell 0.2% on lower guest counts.

On the flip side of the coin, improvements in order speed and customer service saw Starbucks ( SBUX ) notch an impressive 7.7% US same-store sales increase in its most recent quarter.

Restaurant Brands ( QSR )-owned Burger King saw a stellar 8.4% same-store sales increase in the third quarter amid improved ingredients for its Whopper and nuggets .

Irvine is speaking from the standpoint of someone with major street cred in the food business.

Irvine launched his culinary career as a teenager by enlisting in the UK's Royal Navy, where he received rigorous foundational training in cooking aboard military vessels. He later rose to international fame as a television personality, hosting high-stakes Food Network programs such as "Restaurant: Impossible."

Beyond entertainment, Irvine has built an extensive business portfolio that spans health-focused foods, cookbooks, restaurants, and active fitness advocacy.

A devoted supporter of service members, he has partnered directly with the Pentagon and the US military to overhaul dining facilities and replace outdated mess-hall menus with high-performance nutritional programs.