McDonald's agreed with its U.S. franchises to price eight popular combo meals at 15% less than the total cost of buying the items separately, with lower prices taking effect next month. The chain will reintroduce the "Extra Value Meals" branding, including a $5 breakfast deal and an $8 Big Mac and McNugget special later this year. CEO Chris Kempczinski acknowledged the menu had become too expensive and said combo meals priced over $10 are damaging value perceptions. The company has faced online criticism from price-conscious customers, including a viral 2023 post about an $18 Big Mac combo.
McDonald's has been struggling to hold on to its low-cost image. Now fast food's largest brand is trying to fix what many of its customers have been saying for months: Combo meals cost too much. The global fast food chain that built its customer base on affordability is slashing its combo meal prices. The move comes just weeks after CEO Chris Kempczinski admitted the menu has gotten too expensive.
McDonald's and its U.S. franchises reached an agreement to price eight popular combo meals at 15% less than the total cost of buying the items separately, The Wall Street Journal first reported, citing people involved in the discussions. The lower prices will go into effect next month. McDonald's will also reintroduce its "Extra Value Meals" branding with a $5 breakfast deal and an $8 Big Mac and McNugget special later this year, according to the report.
"Too often... you're seeing combo meals priced over $10, and that absolutely is negatively shaping value perceptions," Kempczinski said. Kempczinski added the "single biggest driver" of what shapes a consumer's overall perception of McDonald's value is the menu board. "We've got to get that fixed," he said.
Collection
[
|
...
]