McDonald’s said to plan value strategy overhaul to revive US sales growth

Investing.com -- McDonald's Corp. is developing a new value strategy with franchisees after posting its weakest US sales growth in over a year, Bloomberg reported on Thursday.

The company will create a longer-term approach for value-conscious customers in the coming weeks, the fast-food giant reportedly said in a message to operators. McDonald's is also preparing a short-term plan featuring temporary items and digital offers based on current popular products. The app currently offers a $2 breakfast sandwich and free fries with a $1 minimum purchase.

McDonald's shares briefly rose after the news but gave back gains, trading about 0.2% higher. The stock is down roughly 17% year-to-date.

The strategy shift comes with changes to franchisee training and support. This marks the first major move under new US head Skye Anderson and arrives ahead of the company's investor day next week.

Sales at established US restaurants grew 0.8% last quarter, the weakest performance since early 2025. Anderson was appointed last month to bring focus and urgency to the business. The stock decline approaching 20% year-to-date has increased pressure on management.

The company benefited in 2024 from $5 meal deals as it addressed concerns about pricing. Earlier this year, McDonald's expanded value offerings with at least 10 items under $3. Many franchisees did not follow corporate pricing recommendations, which hurt results, CEO Chris Kempczinski said on the Aug. 4 earnings call. The company also reduced app-only offers and ended a buy one, get one for $1 promotion.

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