McDonald's Value Menu Under Fire Amid Rising Costs

McDonald's is struggling to convince customers that its menu still represents value amid rising food and labor costs. The company announced it will revise its U.S. value strategy with a 'bridge plan' featuring temporary menu items, digital promotions, and personalized offers for loyalty members.

The percentage of U.S. consumers who regard McDonald's as a good value reportedly fell from roughly 55% in 2020 to about 40% in 2024, according to a recent UBS study.

Despite this decline, the company's shares have remained relatively stable over the past five years, with the stock essentially unchanged at $248.50 compared to its price five years ago.