McDonald’s is widening its value-focused offerings in a calculated bid to draw price-conscious diners back to its restaurants. The fast-food giant is bringing back Extra Value Meals, a lineup last promoted before the Covid-19 pandemic, with a clear promise of savings. Customers will enjoy roughly 15% in savings on the full combo meals when compared with purchasing the entrée, fries, and a drink separately, according to the company. This revival follows a period during which McDonald’s and its peers leaned heavily on discounts and deals to lure customers as overall traffic trends in the quick-service sector wavered. The company has faced a slower pace of visits, a trend driven in part by reduced spending among lower-income households. In the previous year, McDonald’s rolled out a $5 value meal and extended that promotion beyond its initial run, followed by a buy-one-get-one-for-$1 promotion that was added to the menu later on.
This strategic refresh is not just about a single promotion; it marks a broader effort to reestablish the chain’s value proposition across its menu. The eight value-focused combo meals span a wide portion of the McDonald’s lineup, ensuring that customers who are shopping for budget-friendly choices at breakfast, lunch, and dinner can find options that fit within a tight budget. The eight combos include a Sausage McMuffin with Egg; a Sausage Egg and Cheese McGriddle; an Egg McMuffin; a Bacon, Egg and Cheese Biscuit; a Big Mac; a 10-piece Chicken McNuggets; any Quarter Pounder burger; and any McCrispy Sandwich. This assortment demonstrates McDonald’s intent to cover both breakfast staples and fan-favorite items from later in the day, delivering perceived value across different meal occasions.
In addition to the broad value lineup, McDonald’s is running specific promotional bundles for a limited window. One pairing gives customers a Sausage McMuffin with Egg, a hash brown, and a small coffee for $5; another bundles a Big Mac with medium fries and a medium soft drink for $8. These targeted offers are designed to attract a wider audience, including shoppers who might be new to using the McDonald’s mobile app for deals or who have not previously engaged with the existing value menu items. Company leadership emphasized that these offers aim to reach roughly half of the chain’s customer base that may not be using the app or who may not actively seek out existing value promotions. The objective is to tap into a broader segment of value-seeking diners who still perceive McDonald’s as a destination for affordable meals.
McDonald’s leadership stressed the need to strengthen ties with customers who face economic pressures, especially those in the lower and middle-income brackets. CEO Chris Kempczinski described the current consumer landscape as a two-tier economy, noting that those in lower and middle-income groups are under significant financial strain. He underscored that reengaging the low-income consumer is critical, because that demographic tends to visit McDonald’s restaurants more frequently than higher-income customers. This insight aligns with the company’s ongoing strategy to prioritize foot traffic, rather than relying solely on higher-ticket purchases, by delivering consistent value that resonates with everyday dining needs. On an earnings call earlier in the year, Kempczinski reiterated the fast-food sector’s dependence on visits from price-sensitive consumers, highlighting the crucial role that these customers play in sustaining overall volumes.
McDonald’s has signaled that additional value-focused promotions are on the horizon for later in the year. Beginning in November, the chain will introduce two more budget-friendly offerings: Sausage, Egg and Cheese McGriddles for $5 and 10-piece Chicken McNuggets meals for $8. These upcoming promotions reflect a deliberate cadence of value deals designed to maintain visibility in a crowded fast-food landscape while offering predictable price points that resonate with cost-conscious shoppers. The messaging around these promotions reinforces the company’s commitment to delivering affordable choices that align with consumer expectations for value without sacrificing the quality of ingredients or the speed of service.
Commenting on the broader strategic direction, McDonald’s USA President Joe Erlinger emphasized the company’s unwavering focus on value and affordability for customers. He praised the franchisees and restaurant teams for their ongoing efforts to turn value commitments into tangible, everyday experiences for guests. This sentiment underscores the corporate-wide emphasis on leveraging the franchise network to expand access to attractively priced meals, while maintaining consistency across locations and ensuring that the value proposition remains credible and appealing to a diverse customer base. The leadership team thus frames value as a core competency needed to navigate a volatile economic environment, with restaurant teams playing a pivotal role in translating corporate strategy into local execution.
The implications of McDonald’s renewed emphasis on value extend beyond immediate sales figures. By reintroducing Extra Value Meals and presenting carefully priced bundles, the company seeks to stabilize traffic and encourage repeat visits from budget-minded households. The approach is inherently multi-channel: it targets both in-store purchases and potential new users who may discover the value through the McDonald’s app or through in-store promotions. The combination of consistent price points, broad menu coverage, and time-limited offers creates a sense of urgency that can drive trial and habitual engagement. In a market where competitors frequently roll out their own promotions, McDonald’s is attempting to position itself as a reliable and predictable source of affordable meals, a perception that can translate into longer-term customer loyalty.
The broader market context also helps explain why this strategy matters now. After more than a year of heavy discounting and promotional activity across fast-food brands, consumer traffic patterns have shown some stabilization, but price-sensitive segments remain a critical driver of volume. McDonald’s approach recognizes that a meaningful share of the customer base continues to evaluate value on a per-meal basis, with family meals and everyday breakfasts often driving the decision to dine out. By aligning its pricing with expected trip frequency—particularly for households watching their budgets—the company aims to sustain traffic and maintain brand relevance in a highly competitive arena where promotions and discounts are a norm rather than an exception.
The execution details matter as well. The eight value meals cover a spectrum of channels within the McDonald’s menu, from breakfast staples to iconic burgers and popular sides. This breadth ensures that price-conscious diners can assemble meals tailored to their tastes without stepping outside a defined value framework. The promotional bundles for $5 and $8 underscore the practical affordability message, offering clear and easy-to-understand price points that can guide purchasing decisions quickly, whether a customer is dining in or taking meals to-go. The limited-time nature of these offers adds an element of immediacy, encouraging diners to plan visits around the promotions rather than postponing meals indefinitely.
From a strategic standpoint, McDonald’s also appears to be testing behavioral levers that can convert occasional visitors into regulars. The emphasis on engaging customers who do not yet use the digital app for deals hints at an opportunity to broaden digital adoption while ensuring that traditional, in-person savings remain compelling. The leadership’s emphasis on value across both digital and in-store channels reflects a broader trend in the quick-service industry to create seamless, omnichannel experiences that reinforce the perception of McDonald’s as a dependable, value-driven option for everyday meals.
In evaluating the potential impact, several outcomes appear likely. First, the renewed value emphasis can help stabilize or even increase foot traffic by offering predictable, affordable meal choices that align with budget cycles and seasonal buying patterns. Second, the nationwide rollout of bundled promotions has the potential to attract a wider set of customers who may have previously discounted McDonald’s for being perceived as more expensive or less flexible in meeting dietary preferences. Third, the program’s focus on low- and middle-income consumers may yield better engagement metrics in locations where price sensitivity is most acute, reinforcing the notion that McDonald’s can be an accessible dining option for diverse income groups. Finally, the continued dialogue with franchisees and restaurant teams will be critical, as the ability to deliver value at scale often hinges on local execution and supply chain reliability.
As McDonald’s moves forward with its value agenda, observers and investors will be watching how these promotions translate into sustained traffic gains, average-check stability, and overall profitability. While promotional activity can temporarily suppress margins, the company seems to be betting that a durable, widely recognized value proposition will yield longer-term advantages in brand affinity and visits. The balance between maintaining consistent value messaging and managing costs will be a central challenge for the McDonald’s leadership team as the year progresses, with ongoing alignment between corporate strategy and franchisee execution essential to achieving the promised outcomes.
Conclusion
McDonald’s is executing a deliberate, multi-faceted value strategy designed to draw price-conscious diners back to its restaurants. By reviving Extra Value Meals, offering a broad eight-meal value lineup, and introducing time-limited bundles at accessible price points, the company seeks to widen its appeal beyond existing deal seekers and those who already use the app. The strategy addresses the two-tier economy highlighted by leadership, with particular focus on reengaging low-income customers who visit more frequently. As the company rolls out additional promotions later in the year and continues to emphasize value and affordability across its franchise network, McDonald’s aims to stabilize traffic, expand its customer base, and reinforce its position as a preferred destination for budget-friendly meals in a competitive market. The leadership message—centered on delivering real value and ensuring franchisees and teams can bring that value to life—underscores a clear commitment to affordable, consistent meals with broad appeal, even as the macro environment remains uncertain.