In recent months, McDonald’s has become the target of criticism due to the sharp increase in its prices in the United States. The most talked-about case was a Big Mac menu that reached $18 in Connecticut, which severely damaged the image of the well-known chain. Inflation has led many consumers to reconsider their visits and to prefer eating at home.
The drop in customer traffic has forced the company to react. Starting next month, the multinational will lower the prices of its combo meals across the country. The goal is clear: to win back consumers who had stopped going to its restaurants.
Discounts on menus and breakfast deals
The new prices include discounts on iconic products such as Big Macs, Chicken McNuggets, or Quarter Pounders with cheese. McCrispy, Egg McMuffins, and other breakfast sandwiches will also be included. According to The Wall Street Journal, these reductions will be kept at least until early 2026.
The adjustment will be significant; combo meals, which now are around $10, will drop to about $8.50. In addition, in September, franchisees will offer Big Mac menus for $8 and sausage and egg McMuffins for $5. In November, a sausage, egg, and cheese McGriddle will cost $5, and 10-piece nugget menus will be set at $8.
Later on, the so-called extra value menus will arrive. They include full breakfasts for $5 and McNugget menus for $8. The strategy aims to encourage consumption, which has been especially weak during the breakfast period.
The agreement with franchisees and market pressure
The price reduction was made possible after weeks of negotiations between the company and the owners of its restaurants. 93% of McDonald’s more than 38,000 locations worldwide are operated by franchisees, and in the United States, they total about 13,600. To ensure their cooperation, the Chicago-based parent company committed to covering losses and sharing marketing expenses.
The agreement sets that combo meals will be sold at a 15% discount compared to the price of their items sold separately. Both the company and the franchisees will jointly assume the cost of these promotions. The national business director, Joe Erlinger, emphasized that customers demand more value and affordable prices on a daily basis.
The context is not simple. According to Circana, in the first quarter, Americans consumed one billion fewer meals outside the home compared to 2024. Fast food chains, including McDonald’s, have noticed the decline. Although sales rebounded by up to 2.5% in the second quarter, this result was largely due to one-off campaigns such as the menu inspired by the Minecraft movie.
Rising prices and the perception of value
One of McDonald’s biggest challenges is to regain consumer trust after years of increases. Between 2019 and 2024, Big Mac menus rose by an average of 27%, but prices today range from $5.69 to $18.99, with a national average of $10.53. Points of sale in airports or travel areas are usually the most expensive.
To compensate, the company has launched additional strategies, such as the January McValue menu with the formula "buy one, add another for a dollar." They have also strengthened their app with exclusive offers to encourage its use. CEO Chris Kempczinski himself acknowledges that the menu is the main factor that defines the brand’s perception of value.
However, the pressure on low-income consumers is evident. Many have reduced their visits to restaurants and choose to cook at home. In this context, price reductions and the focus on affordable menus are presented as a key move to reconnect with that audience and keep traffic in the locations.