McDonald’s U.S. comparable sales rose 2.4% in Q3 2025, driven by positive check growth. However, Placer.ai data shows a 4% drop in customer visits. The launch of the “McValue” menu in January aimed to attract price-conscious consumers. Extended restaurant hours and menu changes were implemented to boost sales.

CEO Kempczinski notes a decline in low-income consumer traffic due to rising fast-food prices. Study shows a 39-100% price increase in fast-food items since 2014, outpacing inflation. KPMG survey reveals 69% of U.S. consumers eat at home more often to save money, impacting fast-food dining habits.

Consumer spending habits shift towards value and intentionality, affecting fast-food chains like McDonald’s. Breakfast sales struggle as consumers opt to skip or eat at home. Despite challenges, McDonald’s sees success in its chicken category with high customer satisfaction and increased engagement from the Monopoly game.

Borden anticipates challenges for McDonald’s in 2026, especially with expected beef price increases due to inflation. Despite these obstacles, McDonald’s aims to maintain customer engagement through digital initiatives like the Monopoly game and value offerings on its app. Beef prices have surged by 51% since February 2020 due to high demand, with a 13% increase for American consumers since August 2024. The price of beef roasts has risen by 18.4% and steak prices by 16% year over year. American beef production is expected to decline by 4% this year and 2% in 2026.

McDonald’s plans to expand its Extra Value Meals (EVMs) to attract and retain customers amidst rising beef prices. EVMs account for 30% of total transactions in the U.S., with a minimum discount level of 15% targeted. This move aims to appeal to lower-income consumers and enhance value in stores.

Retail analyst Bruce Winder emphasized the importance of designing value offerings correctly for McDonald’s EVMs to succeed in boosting sales. The company has historically used EVMs to attract lower-income customers during economic downturns, but must avoid cannibalization of core offerings. The success of the program is expected to increase over time.

Read more at Yahoo Finance: McDonald’s is rapidly losing a vital group of customers