With further studies of consumer behavior, McDonald's marketers can understand the factors that control customer sensitivity to price changes. McDonald's food cost is the most important element of their business. If the price of restaurant meals were to increase, price-sensitive customers would no longer gravitate toward purchasing McDonald's products. The restaurant's affordable prices allow the company to beat the competition. In 2013, a Big Mac would cost $3.60, while a Baconator from Wendy's would cost $6.29 (2013 fast food menu prices). With the low price, there is concern about how much quality and care goes into preparing McDonald's food compared to other restaurants; However, McDonald's remains beloved among fast food restaurants