Maslansky + Partners president Lee Carter comments on President Trump bringing up affordability at the McDonald’s summit and Disney dropping diversity terms from their corporate report on “The Bottom Line.”
McDonald’s is doubling down on its ‘McValue’ menu, as the fast-food giant acknowledges that years of post-pandemic price increases have left many Americans feeling overpriced for a simple burger and fries.
In an internal message to franchisees: the world’s largest hamburger chain announced a sweeping “McValue 2.0” initiative launching in April, with $3 and $4 meal deals aimed at luring back lower-income consumers who have pulled back on spending due to the persistently high cost of living.
“We have made incredible progress together and remain committed to meeting ever-changing customer needs,” McDonald’s wrote in a message to chain franchisees obtained by The Wall Street Journal.
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The new menu items replace the previous buy-one-ad-one promotions. Customers will soon be able to pay $3 or less for items like 4-piece Chicken McNuggets or a Sausage Biscuit, and $4 for breakfast meals that include a McMuffin sandwich, hash brown and coffee.
A person enters a McDonald’s restaurant on Broadway in New York City on June 11, 2025. (Getty Images)
Internal memos reportedly showed a “unanimous coordination” between the company and its franchisees, who set their own prices, to address McDonald’s affordability gap. Stores are expected to begin training employees on the new deals in the coming weeks.
“We’re absolutely going to make sure we protect our value leadership position,” CEO Chris Kempczinski said during an investor call in February.
A social media user shared a viral image claiming a McDonald’s party 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.
Last year, the company capitalized on its $5 meal deal, several holiday promotions and the revival of its Monopoly sweepstakes. The strategy appeared to be working as U.S. sales rose 6.8% in the fourth quarter, the biggest jump in about two years, as cheaper deals and aggressive promotions drove traffic back to restaurants. Analysts had expected a gain of 4.9%.
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Kempczinski also said there is growing evidence that the company’s value push is working, especially among lower-income consumers most affected by inflation.
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McDonald’s was recently ranked No. 10 on the annual Entrepreneur’s Franchise 500 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. The chain ranked number 22 in the 2025 rankings.
