The restaurant sector is focusing on reaching consumers in a competitive economy. McDonald’s has increased value messaging with Extra Value Meals and Snack Wraps, leading to sales growth. The company reported strong sales and beat expectations due to promotions and value offerings. However, new franchise standards have caused tensions with some operators.

McDonald’s implemented new franchise standards, including assessing prices for value. Some operators are resistant, advocating for the right to set prices independently. Noncompliance could result in penalties or termination. McDonald’s aims to ensure consistent value across all locations and protect the brand’s integrity.

Operators have expressed frustration with recent changes in franchise standards. A survey revealed that all respondents were against the new national franchising standards. McDonald’s relationship with operators received a low average rating, indicating tension between franchisees and the corporate arm.

Despite tensions, McDonald’s stock performed well in 2025, rising 5%. Operators have a positive business outlook for the next six months, with the best average response in 11 quarters. Analysts believe the change in value strategy will lead to significant earnings growth for McDonald’s, making it a strong investment opportunity.

Read more at CNBC: McDonald’s focus on value is creating tensions with some franchisees