McDonald’s value menu revival shows American consumers reject inflated prices after years of Biden-era inflation, delivering sales surges and franchise wins during Trump’s economic recovery.
Story Highlights
- McDonald’s reversed declines in customer traffic by permanently reintroducing the McValue menu in January 2025 and Snack Wraps, sparking three consecutive quarters of U.S. sales growth.
- Q4 2025 comparable sales jumped 6.8% in the U.S., with full-year systemwide sales hitting $139 billion amid consumer pushback on premium pricing.
- Franchise ranking soared from No. 22 in 2025 to No. 10 on Entrepreneur’s Franchise 500 in February 2026, its first Top 10 since 2020.
- Corporate leaders credit value focus for restoring affordability, echoing real American priorities over corporate experiments that burdened families.
- Plans for 8,000 new global locations signal confidence in this customer-driven strategy, which will boost low-income households hit hardest by past fiscal mismanagement.
Value Pivot Ends Years of Customer Complaints
McDonald’s discontinued its McValue menu in 2019, shifting to higher-margin premium items that triggered years of social media backlash from budget-conscious Americans. Price hikes in 2023-2024 amid lingering Biden-era inflation fueled vocal complaints, especially from millennials, who compared costs to historical norms.
By September 2025, Extra Value Meals returned with combo options. This correction addressed direct consumer demands after premium experiments alienated core patrons seeking reliable affordability.
McDonald's U.S. same-store sales up 6.8% in the fourth quarter, its best performance in more than two years, thanks to the company's marketing promotions. Its two-year number accelerated by 270bp (chart). $MCDhttps://t.co/0FtFYYh82q pic.twitter.com/VdNPOpHYSM
— Jonathan Maze (@jonathanmaze) February 11, 2026
Sales Rebound Validates Common-Sense Pricing
January 2025 marked the permanent return of the McValue menu, alongside the reintroduction of Snack Wrap, driving Q3 same-store sales up 2.4%. Q4 delivered a third consecutive U.S. growth quarter at 6.8% comparable sales increase, despite restructuring costs, as operating income rose 10%.
November 2025 announcements committed corporate funds to $5 and $8 meal deals, prioritizing volume over margins to recapture low-income traffic, reversing double-digit declines. Full-year 2025 systemwide sales reached $139 billion.
Franchise Surge Reflects Operational Wins
McDonald’s climbed to No. 10 on the 2026 Entrepreneur Franchise 500 list, up from No. 22 in 2025 and the first Top 10 since 2020. U.S. President Joe Erlinger noted that collaboration with franchisees created flexible platforms, allowing customers to define value locally.
This autonomy counters local cost pressures, enhancing the viability of operators who faced traffic slumps due to overpriced menus. Franchisees now tailor regional deals, strengthening the model amid trade-down from fast-casual rivals.
Low-income consumers, primary targets, regained access to affordable options during economic stress from past overspending policies. Higher-income traffic also rose, maintaining loyalty.
2026 Strategy Balances Value and Growth
McDonald’s 2026 plan expands beyond value with 8,000 new global locations, chicken wraps, better burgers, a Hot Honey protein menu debuting January 27, and specialty drinks featuring fruity flavors and boba add-ins in over 500 spots.
Digital upgrades aim to reach 250 million loyalty users by 2027, up from 150 million, alongside kitchen tech and drive-thru improvements.
CEO Chris Kempczinski affirmed that value, effectiveness, traffic, and ratings improved. Competitors like Taco Bell face heightened pressure in the value segment.
This dual track defends market share while pursuing margins through premium proteins and beverages, validating the power of consumer feedback over elite-driven pricing fads.
Sources:
McDonald’s doubles down on value: $5 meals, Snack Wrap revival fuel franchise rebound
McDonald’s value menu, earnings growth
