McDonald's revamps US value strategy as sales growth slows

McDonald's is preparing a new value strategy with franchisees after posting its weakest US sales growth in over a year, Bloomberg reported on Thursday, 17 September. The fast-food chain told operators in a message that it will roll out a longer-term approach for budget-conscious diners in the coming weeks alongside a short-term plan of temporary items and digital offers.

The mobile app currently features a $2 breakfast sandwich and free fries with a $1 minimum purchase. However, sales at established US restaurants rose just 0.8% last quarter, which was the slowest expansion since early 2025. The shift also involves changes to operator training and support ahead of the company's investor day next week.

This initiative represents the first major push under new US head Skye Anderson, who took the role last month. CEO Chris Kempczinski stated on an earnings call on 4 August that many franchisees failed to follow corporate pricing recommendations, hurting performance. The company had previously seen gains in 2024 from $5 meal deals and introduced at least 10 items under $3 earlier this year, but it reduced app-only discounts and ended a buy one, get one for $1 promotion.

Shares of McDonald's rose briefly following the report before paring gains to trade roughly 0.2% higher on Thursday. The stock has fallen about 17% year-to-date.