McDonald’s is launching a new ‘McValue’ menu on January 7, 2025, aiming to address customer concerns about high prices and attract more traffic to its restaurants.
The menu includes the existing $5 Meal Deal, which offers a McChicken sandwich, nuggets, or a McDouble with fries and a drink for $5, alongside a new “Buy One, Add One for $1” promotion, The Street reported.
This new offer lets customers purchase a full-priced item from the McValue menu and add another item for just $1. Options cover breakfast, lunch, and dinner.
McDonald’s USA President Joe Erlinger emphasized the flexibility of the McValue menu, stating it allows customers to define value based on their preferences.
“When it comes to value, we know there’s no one-size-fits-all. We’ve worked closely with our franchisees to create a new platform that will let our customers define value on their own terms,” Erlinger said in a press release.
Erlinger also addressed complaints about price increases, noting that while the average menu price has risen 40% since 2019, claims of over 100% hikes are inaccurate. However, a Roosevelt Institute report found that in 2023, McDonald’s prices were 85% higher than their marginal costs, fueling criticism about affordability.
The company acknowledges the financial pressures facing lower-income families, a key consumer group, and is prioritizing value and affordability in its strategy.
McDonald’s CFO Ian Borden reaffirmed this focus during an earnings call, emphasizing the importance of getting pricing right to remain competitive in all markets.
The McValue menu is McDonald’s response to customer feedback and an effort to maintain its reputation for affordability.