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McDonald’s is doubling down on its “McValue” menu as the fast-food giant acknowledges that years of post-pandemic price hikes have left many Americans feeling deprived of a burger and fries.
In an internal message to franchisees, the world’s largest burger joint announced a new “McValue 2.0” program that will launch in April, featuring $3 and $4 meal deals designed to attract low-income consumers who have put off spending due to the continued high cost of living.
“We’ve made incredible progress working together and are committed to meeting customers’ ever-changing needs,” McDonald’s wrote in a letter to franchisees obtained by the Wall Street Journal.
McDONALD’S OFFICER IS ROASTED AFTER HIS FIRST BITE OF THE NEW BIG ARCH BURGER FAILS
The new menu items will replace the previous buy-one-get-one promotion. Customers soon can pay $3 or less for items that include 4 pieces of Chicken McNuggets or a Sausage Biscuit, and a $4 breakfast deal with a McMuffin sandwich, hash brown and coffee.
A person walks into a McDonald’s restaurant on Broadway on June 11, 2025, in New York City. (Getty Images)
An internal memo reportedly showed a “mutual alignment” between the company and shareholders, who set their own prices, to address McDonald’s affordability gap. Stores are expected to begin training staff on the new deals in the coming weeks.
“We’re going to make sure we protect our leadership position,” CEO Chris Kempczinski said during an investor call in February.
Fox News previously reported that McDonald’s prices have increased significantly after the pandemic, and millennials in particular are talking on social media about how much the cost of the menu has increased since their childhood.
Some of the McValue 2.0 foods include a McMuffin, hash brown and coffee. | Fox News
A social media user shared a risqué photo of a McDonald’s feast once cost about $12 total – with medium fries for 99 cents, a cheeseburger for 79 cents and a Big Mac for $1.85. The document also stated that a Filet-O-Fish sold for $1.29 in 1991 and a medium drink for 89 cents.
Last year, the company cashed in on its $5 meal deal, various holiday promotions and revamped its Monopoly sweepstakes. The strategy proved to be working as US sales rose 6.8% in the fourth quarter, the biggest jump in nearly two years, as lower-priced offerings and aggressive promotions drove traffic back to restaurants. Analysts had expected a gain of 4.9%.
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Kempczinski also said there is growing evidence that the company’s value push is working, especially among low-income consumers who have been hit hardest by inflation.
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McDonald’s was recently ranked number 10 on the annual Entrepreneur’s Franchise 500 list, which analyzes costs, fees, size, growth, support, product strength and financial stability. The 2026 report marks McDonald’s first Top 10 appearance since 2020, when it ranked No. 3. The chain is ranked No. 22 in the 2025 rankings.
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Fox News’ Andrea Margolis and FOX Business’ Bradford Betz contributed to this report.
