I'm not sure this is a bad thing. A lot of the casual dining chains have been ripping consumers off for years. I stopped going to almost every major chain (Applebees, Fridays, Chilis, etc) because the prices have shot through the roof and the quality is poor. There are lots of local places that offer much better food and hence value.
It was only a matter of time until J6P discovered that paying $12 for a $2 hamburger and fries just isn't good sense.