McDonald's Slows Down: Chain Overhauls Value Playbook Amidst Weak Sales Growth and Burger King Competition
McDonald's in the US is revamping its entire value playbook due to slow sales growth and increasing competition from Burger King.
The chain has seen its weakest sales growth pace since early 2025, with a mere 0.8% increase last quarter.
A Bloomberg report revealed that McDonald's is working closely with its US franchisees on a long-term strategy to win back price-sensitive customers.
The overhaul comes after earlier attempts at value failed to stick, including a temporary $5 meal deal and a 10-item menu priced under $3.
McDonald's is launching an interim 'bridge plan' to stop the bleeding, focusing on targeted digital promotions via its app.
The chain aims to transform its American outlets from transactional drive-thrus into full-fledged dining destinations by elevating food quality and redesigning restaurants.