McDonald’s is gearing up to introduce a new “McValue” initiative in 2025, aimed at retaining customers amid rising restaurant costs. The fast-food giant plans to maintain its $5 value meal offer, which debuted this summer, for the first half of the year. Additionally, a “buy one, add one” option will be available for just $1 more, featuring popular items such as the double cheeseburger, McChicken sandwich, six-piece chicken nuggets, and breakfast selections like the Sausage McMuffin.
Local value promotions, including deals such as ten-piece nuggets for $1, have been rolled out across various locations and through the McDonald’s app, as part of a broader strategy to enhance affordability.
Although franchise operators are still voting on these upcoming value offerings, sources indicate strong support for the initiative. McDonald’s has acknowledged customer feedback regarding the importance of keeping prices low, stating, “We and our franchisees have heard customers loud and clear when it comes to keeping prices as affordable as possible.”
Despite reporting earnings and revenue that exceeded expectations in its most recent quarter, McDonald’s faced a 1.5% decline in global same-store sales, with U.S. sales rising only 0.3%, slightly below analyst forecasts. CEO Chris Kempczinski emphasized the need for a robust value proposition as the foundation for future growth. He stated, “You need to then overlay on top of that food news that can excite the customer, and you have to have great marketing behind it.”
The company is also responding to a recent E. coli outbreak linked to its slivered onions, which negatively impacted customer traffic in October. To aid recovery, McDonald’s plans to invest over $100 million, with $65 million directed towards supporting franchisees in the hardest-hit areas and $35 million allocated for marketing initiatives to drive traffic.
As McDonald’s prepares for its 2025 value offerings, it aims to balance affordability with exciting new menu options and effective marketing strategies to attract and retain customers.
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