McDonald’s plans to introduce new value-added meal plans early next year, following a disappointing third quarter marked by declining footfall at U.S. restaurants.
McDonald’s Chairman and CEO Chris Kempczinski said Wednesday that the company recently launched an eight-week test of mix-and-match and prix fixe plans in 1,900 U.S. restaurants. These packages might include a McChicken sandwich and small fries for $3.50, for example.
But about 4,000 franchisees decided not to wait for the test results and launched their own meal plans, he said.
“Customers should see a clear and compelling value proposition every time they consider McDonald’s, whether they are looking for an affordable individual item, a full meal or a digital offering in the mobile app,” Kempczinski said during a conference call with investors.
In the United States, same-store sales – or sales in establishments open for at least a year – fell 0.2% over the July-September period, the Chicago burger giant announced on Wednesday. Although it wasn’t as bad as the 0.5% drop Wall Street expected, it was McDonald’s first decline since early 2025.
McDonald’s reinstated some regional and national in-app offerings and shifted some marketing spend toward value-added meals, which helped push same-store sales into positive territory in September and October. But the shift in focus at McDonald’s shows how tough the economic environment has become for U.S. fast-food companies, which are losing customers as many Americans face hardship. higher gas prices And the uncomfortably high cost of living.
In the third quarter, foot traffic fell 2.6% across the U.S. fast food industry, according to Revenue Management Solutions, a restaurant industry consultant.
McDonald’s has been tweaking its value offerings in the United States for more than two years to try to re-attract lower-income customers and better compete with rivals like Taco Bellwhich offers a 10-course menu each costing $3 or less.
In June 2024, McDonald’s introduced a $5 Meal Package. The following year he launched his McValue menu And Extra Value Mealswhich promise a 15% discount on a meal bundle compared to purchasing items individually. In April, he reorganized the McValue menu, adding 10 items costing $3 or less.
But not all McDonald’s franchisees – who own 95% of the company’s American restaurants – have signed on to the project. Kempczinski said in August that only 60% of its U.S. restaurants offered the revamped McValue menu. McDonald’s replaced its U.S. president the same month.
Kempczinski said the company’s previous efforts had not been enough because they had not offered compelling low-end offerings.
“You have to have good entry-level value, especially with lower-income consumers,” he said.
Globally, same-store sales increased 1.3% in the third quarter. Strong sales in Germany and Australia helped offset weakness in France, which was shaken by protests which started in September.
Revenue rose 1% to $7.16 billion for the quarter, below Wall Street expectations of $7.28 billion.
Net profit increased 9% to $2.49 billion. After adjusting for one-time items, the company earned $3.57 per share. That beat analysts’ forecasts for earnings per share of $3.38.
Shares rose more than 5% Wednesday morning.
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