McDonald's is preparing another push on value meals after sluggish U.S. sales exposed a bigger problem: customers are increasingly price-sensitive, but the company has struggled to execute its affordability strategy consistently across restaurants. Shares edged higher after reports that McDonald's plans to meet with franchisees in the coming weeks to develop a longer-term value strategy, following just 0.8% U.S. sales growth in the second quarter, its weakest showing since early 2025, while the stock has fallen about 17% this year. In the near term, McDonald's is considering temporary menu items and digital offers aimed at what customers are currently buying, an effort led by new U.S. head Skye Anderson and arriving just ahead of the company's investor day next week. McDonald's said its weak second quarter reflected inconsistent restaurant execution, overloaded crews, slower service and weaker customer-satisfaction scores, and its under-$3 Every Day Affordable Price menu struggled after only about 60% to 65% of restaurants followed recommended pricing and consumer awareness fell short. The competitive backdrop adds urgency, with Burger King generating 8.5% U.S. comparable-sales growth in the quarter ended June 30, helped by its 2 for $5 and 3 for $7 offers.
McDonald’s CorporationWeak U.S. sales (0.8% growth, weakest since early 2025) and price-sensitive customers forced a value-strategy reset.
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