McDonald's Overhauls Value Strategy in Bid to Boost US Sales Growth

McDonald's is revamping its value strategy in a bid to boost US sales growth, which has seen its weakest performance since early 2025. The fast-food giant plans to create a longer-term approach for value-conscious customers and introduce temporary items and digital offers based on current popular products.

The company will implement this new strategy in the coming weeks, according to a message sent to operators. This move comes under new US head Skye Anderson, who was appointed last month to bring focus and urgency to the business.

McDonald's has been struggling with sales growth, with established US restaurants experiencing an 0.8% increase last quarter. The company shares briefly rose after the news but gave back gains, trading about 0.2% higher. Despite this, the stock is still down roughly 17% year-to-date.

The value strategy shift also includes changes to franchisee training and support. This marks a significant move for McDonald's as it addresses concerns about pricing and tries to regain its momentum in the US market.