McDonald’s bets on ‘entry-level’ value to win back customers

The fast food giant wants to improve value perceptions after a difficult third quarter, with meal bundles and digital offers among the tactical levers pulled. X Facebook LinkedIn McDonald’s is shifting marketing support towards proven value platforms and stepping up restaurant-level execution as it looks to rebuild momentum in the US, where comparable sales fell 0.2% in the third quarter.

The fast food giant is testing entry-level meal bundles across more than 40% of its US restaurant system, while linking value offers more closely to digital engagement and loyalty. The move forms part of a three-point plan to strengthen value perceptions, drive visits and reinforce the brand’s taste, quality and hospitality.

Global comparable sales increased 1.5% in the quarter, while US sales turned positive in September following business intervention, including the restoration of digital offers and a shift in marketing support towards value platforms. “We’re shifting marketing support toward proven value platforms and stepping up our focus on restaurant-level execution,” McDonald’s CEO Chris Kempczinski said.

The eight-week test, which began in late October, is assessing two approaches to entry-level value across all day parts: mix-and-match bundles offering customers greater choice, and fixed price bundles designed to simplify ordering. Franchisees representing a further 4,000 restaurants have already introduced similar offers ahead of the test results, meaning more than 40% of the US system is participating.

McDonald’s will assess the offers based on customer take-up, incremental traffic and sales, and franchisee economics before deciding which approach to roll out nationally. The push follows underperformance among lower-income consumers in the second quarter, with management identifying entry-level value as the final piece of its broader value proposition.

“Customers should see a clear and compelling value proposition every time they consider McDonald’s,” Kempczinski said, whether they are looking for an affordable individual item, a complete meal or a digital offer. The company said its base menu pricing across popular chicken, beef and beverage items is generally below that of nearby competitors.

Its $5 and $6 meal deals and ‘Extra Value Meals’ have also continued to drive incremental sales, with unit sales of its top Extra Value Meals up around 7% year-on-year. McDonald’s CEO warns against relying on ‘borrowed equities’ to drive growth The marketing shift comes as McDonald’s looks to improve the effectiveness of its demand generation.

The company acknowledged that recent marketing efforts had not met its internal standards, with its ‘Consumer Next’ strategy set to place greater emphasis on leveraging its global scale to generate conversation and build brand love. The move follows McDonald’s decision to end its FIFA World Cup sponsorship, with the brand focusing on marketing platforms it believes can deliver stronger returns.

One example is ‘Menu Heist’, which brings international menu favourites to local restaurants to generate excitement and visits. The campaign delivered strong sales and guest count growth in Germany and Canada, while the UK launch in September generated early social media interest.

“We haven’t, in my estimation, done as much as we could to harness [our global scale] and really channel it into driving brand love for us,” Kempczinski said. “That is something you’re going to see us do increasingly over the next several years.” McDonald’s reported adjusted earnings per share of $3.57 for the quarter, up 11% in constant currency.

International operated markets delivered 1.4% comparable sales growth, while international developmental licensed markets grew 4.2%. The company said it remained focused on restoring US momentum as it entered 2027, with baseline traffic trends improving in September and October.