During his speech at the McDonald’s Impact Summit, President Donald Trump urged the company to put more tartar sauce on the Filet-O-Fish.
After a year of sticker shock at the drive-thru, McDonald’s appears to be regaining favor with American consumers.
By ditching pricier menu experiments and returning to its “old-school” $5 meal deals – including the long-awaited return of the Snack Wrap – the fast-food giant has returned to the Top 10 of Entrepreneur’s Franchise 500 list, sending the message that in 2026, value will remain king.
McDonald’s ranks No. 10 on Entrepreneurs’ annual list, which evaluates costs, fees, size, growth, support, brand strength and financial stability. The 2026 report marks McDonald’s first Top 10 appearance since 2020, when it was ranked No. 3. Last year the chain was at number 22.
Some McValue items were dropped in 2019, leading to years of customer complaints. Their 2025 returns boosted same-store sales by 2.4% in the third quarter, according to company data.
MCDONALD’S BETTS ON GIANT BURGERS, SECRET MENUS AND NOSTALGIA, WHEN US EXECUTION IS STILL UNCERTAIN
Some McValue items were discontinued in 2019, leading to years of consumer complaints. Their return in 2025 immediately led to a 2.4% increase in turnover in the third quarter.
A McDonald’s meal deal with nuggets, a burger, fries and a drink. (Getty Images)
“When it comes to value, we know there is no one-size-fits-all,” said Joe Erlinger, president of McDonald’s US. an earlier press release. “We have worked closely with our franchisees to create a new platform that allows our customers to define value on their own terms.”
Local franchisees across the country can also create their own regional meal deals, giving them the flexibility to respond to inflation and local costs.
Additionally, McDonald’s kicked off 2026 with a shakeup plan that includes new restaurant openings, menu updates and expanded digital tools. Growth efforts will focus on high-traffic and emerging markets, while existing stores continue to upgrade to meet new operational standards.
McDonald’s permanent McValue menu was dropped in January 2025 and helped the company achieve major growth milestones. (Getty Images)
This year’s updates include new drink options, chicken wraps, a “better burger” initiative and a protein-focused Hot Honey menu debuting at participating locations on January 27.
Several of McDonald’s fast-food competitors also made the list, including Jersey Mike’s Subs (No. 1), Taco Bell (No. 2), Dunkin’ (No. 3), Wingstop (No. 6), Culver’s (No. 9), Subway (No. 18), Wendy’s (No. 19), Kentucky Fried Chicken (No. 30) and Burger King (No. 114). Neither Chick-fil-A nor Chipotle achieved a Franchise 500 ranking.
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HHS Secretary Robert F. Kennedy Jr. discusses efforts to phase out petroleum-based synthetic dyes from the nation’s food supply on “Jesse Watters Primetime.”
A user shared a viral image claiming a McDonald’s meal cost about $12 total – with medium fries for 99 cents, a cheeseburger for 79 cents and a Big Mac for $1.85. The post also noted that a Filet-O-Fish sold for $1.29 in 1991 and a medium drink sold for 89 cents.
