McDonald's Revamps US Value Strategy Amid Slowing Sales Growth
McDonald's is revamping its US value strategy after experiencing its weakest domestic comparable sales growth in over a year. The chain, led by newly appointed President Skye Anderson, will work with franchise operators to craft a 'longer-term' value framework focused on affordability.
The effort comes as the company faces increased competition from Burger King and pressure from investors to demonstrate a credible turnaround plan.
McDonald's plans to implement a 'near-term bridge plan,' featuring temporary menu items and digital promotions tied to high-performing products, until its longer-term framework is finalized.
The chain has also pledged to sharpen its affordability pitch while avoiding the inconsistency that undermined earlier efforts. To achieve this, McDonald's will refocus its advertising efforts on targeted training designed to improve customer experience and employee service standards.