McDonald's Dives into Value Strategy Revamp to Boost Stalled US Sales

McDonald's is revamping its value strategy to boost sales growth in the US. The fast-food giant will implement a longer-term approach for price-conscious customers and introduce temporary items and digital offers based on current popular products.

The move comes after McDonald's posted its weakest US sales growth in over a year, with 0.8% growth at established restaurants last quarter. This marks the first major strategy shift under new US head Skye Anderson, who was appointed to bring focus and urgency to the business.

McDonald's has been experimenting with value offerings in recent years, including $5 meal deals in 2024 and expanding items under $3 earlier this year. However, many franchisees did not follow corporate pricing recommendations, hurting results, according to CEO Chris Kempczinski.