On Friday, November 22nd, the fast-food giant McDonald’s announced its plans to introduce the “McValue” menu in 2025, aimed at regaining customers who have been deterred by high prices.
McDonald’s stated that the McValue menu will be launched nationwide in all McDonald’s restaurants starting from January 7th, and it will include the $5 meal deal introduced back in June. The $5 meal deal consists of a McChicken sandwich, four-piece McNuggets, a small fries, and a small soft drink.
Moreover, the new McValue menu will also offer exclusive deals through a mobile application, including local food and beverage promotions. The new “buy one, add one for $1” offer is part of the new menu, applicable to popular items for breakfast, lunch, and dinner such as breakfast sandwiches, chicken nuggets, and burgers. Customers can add another item for an extra $1 when purchasing a full-priced item from the McValue menu.
According to McDonald’s, the average prices of items on their current menu have increased by approximately 40% over the past five years, aligning with rising costs. However, price-conscious customers’ perception of the value of McDonald’s products has weakened.
In a statement, McDonald’s USA President Joe Erlinger mentioned, “When it comes to value, we know there is no one-size-fits-all solution. We work closely with franchisees to create new platforms that allow customers to define value in their own way.”
Chris Kempczinski, CEO of McDonald’s, admitted during the company’s third-quarter earnings call last month that the restaurant’s “value gap has narrowed”, emphasizing their focus on improving valuable products.
The national rollout of McValue is expected to enhance McDonald’s broader image as a value-oriented brand, as mentioned by David Henkes, Senior Principal at the food industry research and consulting firm Technomic. He stated that in the foreseeable future, value will continue to be essential for consumers, given persistent inflation rates, highlighting the importance of creating a more systematic and long-term value platform.
The launch of the new menu marks McDonald’s most significant value-oriented effort since 2018 when the company set some item prices between $1 and $3. While the $5 value meal deal introduced this summer was a success, the $1 menu has not been as well-received. Customers are not necessarily looking for cheap food but for value for their money.