In Lisbon, Portugal, McDonald’s introduces new value deals like the McValue Menu to attract budget-conscious customers amidst economic challenges and shifting consumer trends.

McDonald’s will assess franchisees on pricing to emphasize value leadership and accountability, hoping to win over cash-strapped diners worldwide.

Franchisees, who run 95% of McDonald’s restaurants globally, have the freedom to set prices but must adhere to new standards focused on delivering consistent, reliable value.

To appeal to cash-strapped customers, McDonald’s in the U.S. and key markets like France and Germany have rolled out value menus successfully, reversing same-store sales declines.

CEO Chris Kempczinski remains cautious about consumer health, expecting continued pressure into 2026 in the U.S. and top international markets.

McDonald’s U.S. franchisees may face challenges with the new standards, but the company is providing tools and support to help them address value in their local markets.

Read more at CNBC: McDonald’s to emphasize value by updating franchising standards