"I think sometimes there's this idea that value only matters to low-income (customers). But value matters to everybody," Kempczinski said on a conference call with investors. "Feeling like you're getting good value for your dollar is important."
"U.S. restaurant sales got a boost in July when Snack Wraps returned after a nine-year absence. McDonald's said Snack Wraps were the most popular new chicken product in recent U.S. history, with 20% of customers buying one in the first month they were on sale. The $2.99 Snack Wraps also appealed to value-conscious consumers, Kempczinski said."
"As a result, McDonald's is leaning heavily into discounts. It launched Extra Value Meals in the U.S. in early September, piling those on top of other deals, including its McValue menu, which was introduced in January. In Australia, McDonald's said it locked in pricing on its value items for 12 months starting in July, which lifted store traffic."
Consumers in the U.S. and other top international markets remain under economic pressure, a trend expected to persist well into 2026. Concern about SNAP food aid benefits and potential nonpayment during a government shutdown is exacerbating those worries. Visits to fast-food restaurants by lower-income consumers declined again in July-September, continuing a nearly two-year trend. Higher-income customers continue to dine out but increasingly seek deals. McDonald's responded by emphasizing discounts and value offerings, launching Extra Value Meals and a McValue menu, and locking value pricing in Australia, which lifted traffic. Snack Wraps returned and drove sales, with 20% of customers purchasing one in the first month.
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