MCD · Earnings call · 2026Q3T · Full report

U.S. Entry-Level Value Tests

MCDONALDS CORP · 2026-11-04 · Importance 31 · Surprise 42

McDonald’s began an eight-week test of two everyday affordable-price menu structures across all dayparts at about 1,900 restaurants in several U.S. regions. The tests compare mix-and-match bundles, modeled on familiar buy-one, add-one behavior, with fixed bundles that offer a set combination at an attractive price. Franchisees at about 4,000 additional restaurants chose to introduce similar entry-level offers before the formal test results, so participating and early-adopting restaurants represent more than 40% of the U.S. system. Management will assess customer resonance, operational fit, take rates, incremental traffic and sales, and franchisee economics, with a national program targeted for early 2027.

Key facts

• McDonald’s goal is to launch a new entry-level value program nationally in early 2027.
• McDonald’s expected U.S. entry-level value offerings to launch in early 2027 to complement existing value programs.
• McDonald’s plans three additional U.S. interventions: entry-level offerings, more compelling digital offers for frequent customers, and system training on taste, quality, and hospitality.
• McDonald’s began an eight-week test of two everyday affordable-price menu constructs in about 1,900 restaurants across several U.S. regions, across all day parts.
• McDonald’s expected to have its entry-level value test answer in early 2027 and then provide entry-level value, completing its intended suite of value offerings for 2027.
• Franchisees representing about 4,000 additional U.S. restaurants chose to advance similar entry-level bundles before formal test results.
• The formal test restaurants and additional restaurants adopting bundles represent more than 40% of the U.S. system.
• The U.S. test includes mix-and-match bundles and fixed bundles.