McDonald's Seeks Value Resets to Boost US Traffic
McDonald's Corporation is trying to boost its U.S. traffic momentum through value resets in a challenging consumer environment.
The company's second-quarter 2026 comparable sales rose by only 0.8%, falling short of expectations due to inconsistent value execution and weaker engagement among frequent customers, which reduced visits.
To address these issues, McDonald's is revamping its affordability platform with improved base-menu pricing across beef, chicken, and beverages now below nearby competitors' prices.
The company has also made progress in internal value and affordability scores, rising by roughly seven to eight points.
The Extra Value Meals continue to perform well, and franchisees maintain discounts of at least 15% compared with equivalent à la carte purchases.