MCD · News · 20260805N
Pricing and Promotions
MCDONALDS CORP · 2026-08-05 · Importance 34 · Surprise 42 · In source text
McDonald’s said its new value menu and $3 offerings failed to attract enough diners during the second quarter. About one-third of U.S. restaurants reportedly did not properly implement the affordable-price menu. The company plans to simplify value promotions, restore national digital flash offers, and improve execution after reducing digital discounts and withdrawing a buy-one-get-one promotion.
Key facts
- Management plans to reintroduce digital promotions and expand value offerings to address weaker U.S. performance. source
- CEO said the company's latest value menu hasn't worked out and the chain has cut back on digital discounts. source
Impact estimates
| metric | direction | stage | expected | basis |
|---|---|---|---|---|
| revenue | positive | probable | — | Management plans to reintroduce digital promotions and expand value offerings to address weaker U.S. performance. |
| margin | negative | probable | — | Management plans to reintroduce digital promotions and expand value offerings to address weaker U.S. performance. |