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Due to weak customer flow and sales, McDonald’s is testing value-for-money meals starting at 3.5 yuan in the United States, hoping to rebuild its appeal and improve performance through its low price strategy and NEXT change.
Facing declining store traffic and sluggish sales in the third quarter, the fast-food leaderMcDonald’s (McDonald’s) officially launched a new round of low-price and value-for-money meal trial plans across the United States.
The New York Post reported that McDonald’s CEO Chris Kempczinski told McDonald’s during an earnings callwall Street Analysts acknowledged that the company’s performance fell short of expectations, primarily because it failed to satisfy consumers looking for affordable options.low income Consumer demand emphasizes that the company is currently working to rectify the related issues through testing.
McDonald’s has launched an eight-week trial in 1,900 stores across the United States, launching fixed-price and free matching meals. The set menu includes a McChicken with sweet potato priced at NT$3.50; The free-to-order menu offers options like the Double Beef Burger (McDouble), McChicken, 6-Piece Chicken McChicken Nuggets and French Fries. Depending on the regional market, prices range from NT$3.50 to NT$4. McDonald’s expects to fully promote the new value menu across the United States in early 2027 based on the test results.
However, approximately 4,000 franchise stores across the United States have already started localized discounts to attract customer flow. Kampuschinski emphasized that customers should see a clear and attractive value proposition every time they consider McDonald’s, whether they choose an item, a set meal or an offer using the mobile app. The response speed of the franchise system highlights the urgency of market competition, and the headquarters also hopes to reshape brand affinity through integrated menu strategy.
McDonald’s pricing strategy has been questioned by the outside world in recent years. Data shows that between 2019 and 2024, McDonald’s U.S. Menu items will increase by an average of 40%. In May 2026, it also came under criticism for increasing the redemption limits of the Membership Rewards scheme. Netizens complained that the price of Big Mike’s set meal increased above 10 yuan, causing fast food to lose its original value. Many long-term consumers say the cost of eating out today remains high, and if fast-food operators lose their price advantage, they will accelerate customer losses.
High prices directly affect operating performance. The data showed that same-store sales grew only a modest 0.2% from July to September, significantly down from 2.4% in the same period last year; Total customer traffic in U.S. stores also declined 4.6%. Although McDonald’s previously launched a $5 set meal and McValue discount combination, and also added items under $3 in April this year, only 60% of stores in the United States have cooperated with the update, and the impact is limited.
To rebuild its competitiveness, McDonald’s promoted a “Next” transformation strategy in June, focusing on store modernization and employee training. Kampuschinski said the company plans to promote “Archie,” a drive-thru AI voice assistant, in most stores in the United States by the end of 2027. At present, each store’s participating discounts still vary depending on the franchise, and the official list of specific test stores has not yet been released. McDonald’s is trying to find a balance between technological upgrades and affordable prices to gain consumer trust and market share.
Summary FAQ
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McDonald’s began an 8-week test in 1,900 stores across the United States, launching two types of value meals: fixed and free combos. The set meal for McChicken with Sweet Potatoes is NT$3.50, and optional meals include double beef burger, McChicken, 6 pieces of chicken nuggets, French fries, etc.
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The main reasons are a decline in store traffic, weak sales in the third quarter and unmet demand for affordable options from low-income consumers. The company hopes to use the apparent low-price positioning to deflect criticism of its high-price strategy and prevent customer churn.
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In addition to testing the new value menu, McDonald’s is also promoting its NEXT transformation strategy, which includes store modernization, employee training and the expansion of its AI voice assistant Archie. The company expects to gradually complete more comprehensive value and technology upgrades after 2027.
