McDonald's Resets Strategy as Sales Slow Amid Price Sensitivity
McDonald's is revamping its strategy to boost sales after a weak second quarter. The company's U.S. sales grew just 0.8%, its slowest pace since early 2025, and shares have fallen about 17% this year. McDonald's new U.S. head, Skye Anderson, is leading the effort to develop a longer-term value strategy with franchisees.
The company plans to meet with franchisees in the coming weeks to discuss ways to improve restaurant execution, including reducing overworked crews and speeding up service. This comes after the Every Day Affordable Price menu struggled due to inconsistent pricing and low customer awareness.
McDonald's faces a competitive backdrop, with Burger King generating 8.5% U.S. comparable-sales growth in the quarter ended June 30, thanks to its '2 for $5' and '3 for $7' offers.