MCD · News · 20260918N

Menu / Product Innovation and Pricing

MCDONALDS CORP · 2026-09-18 · Importance 30 · Surprise 42

McDonald’s is focusing in the U.S. on menu innovation and value offerings as consumers increasingly question the brand’s value proposition. The company is also modernizing restaurants and expanding digital ordering to respond to changing customer preferences and support demand. Reported value-strategy efforts include longer-term pricing and menu initiatives intended to improve execution and customer perception.

Key facts

• McDonald's is reportedly working on a longer-term value strategy, menu innovation, and restaurant remodels to address weak U.S. sales and execution issues. source
• McDonald's is focusing on menu innovation, value offerings, restaurant modernization, and digital ordering to sustain growth in the U.S. source
• McDonald's is struggling with its "value meal" perception among consumers. source