For years, McDonald’s has remained a global benchmark in fast food. However, the company is now facing a complex moment in its most important market: the United States. The decline in customers' perception of value has created a challenge that threatens to weaken its dominance.
In this context, the multinational has decided to take drastic measures. Next month, U.S. franchises will launch a strategy based on lower prices. The goal is clear: win back consumers who have turned to cheaper or more attractive alternatives.
McDonald’s strategic shift to win back customers
The news was first reported by The Wall Street Journal and, although the company hasn't made an official statement, the decisions have already been made. Starting in September, the price of eight iconic combos will be reduced by 15% (eight iconic combos). In addition, a $5 breakfast and a McNuggets and Big Mac combo for $8 will be added, reviving the brand of the well-known "extra value meals."
CEO Chris Kempczinski himself recently acknowledged the core of the problem. According to him, "the perception of value among consumers is mainly influenced by the price of our main menu." For him, everything is defined at the moment the customer looks at the restaurant's board, which is why the menu is the driver of the brand's perception.
The strategy aims to send a direct message: McDonald’s wants to be synonymous with value again. In a scenario where inflation and competition hit hard, price becomes the most powerful argument. The goal is not only commercial but also communicative, as it repositions the company's image in front of an increasingly demanding consumer.
A model based on collaborations and marketing
McDonald’s isn't new to reinventing its value proposition. In the recent past, collaborations with cultural brands and blockbuster movies have resulted in sales successes. A clear example was the partnership with the Minecraft movie, which managed to attract crowds seeking combos with collectible items.
That kind of strategy has turned the giant into more than just a restaurant: a brand that connects with popular culture. Customers don't just buy food; they also acquire a memory, an object that sparks a sense of belonging. That mix of attractive pricing and experiential marketing is what the company intends to strengthen once again.
Meanwhile, Burger King and other chains are watching cautiously. McDonald’s move could reshape the competitive landscape in the U.S. market. If it manages to consolidate, it will mark a clear difference that will force its rivals to react, although for now, no concrete response is in sight.