A ‘Barron’s Roundtable’ panel discusses how the fast-food chain will manage the pinch to consumers wallets.
McDonald’s is testing new value menu offerings with an eye toward launching a new national value menu program in early 2027.
The fast-food giant has sought to counter slowing traffic in the U.S. as the company’s quarterly earnings release on Wednesday revealed comparable sales in the U.S. declined 0.2% in the third quarter.
McDonald’s CEO Chris Kempczinski said during the company’s most recent earnings call that, in the last week of October, McDonald’s began an eight-week test of two new everyday affordable price menu constructs across all day parts at about 1,900 restaurants in a handful of regions.
The test involves mix-and-match bundles to give customers greater choices that are similar to prior buy one, add one offers, as well as fixed bundles with a set combination.
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The McDonald’s CEO added that a group of franchisees representing about 4,000 restaurants are moving forward with similar entry-level bundles in advance of the formal test results. Kempczinski said the two groups together “represent more than 40% of the U.S. system, reflecting strong alignment around the opportunity.”
McDonald’s is planning to roll out a new value menu push early next year after it assesses the results of tests to close out this year. (Spencer Platt/Getty Images)
“We use the results of this test to determine which structure resonates most with customers, works best operationally and delivers sustainable incremental traffic and sales for franchisees,” Kempczinski said. “Our goal is to launch a new program nationally in early 2027.
“Our goal is straightforward. Customers should see a clear and compelling value proposition every time they consider McDonald’s, whether they’re looking for an affordable individual item, a complete meal or a digital offer in the mobile app.”
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McDonald’s CEO Chris Kempczinski said the company wants to provide a clear value proposition for customers considering the fast-food giant. (McDonald’s Corporation)
The value menu plans come after McDonald’s in September announced a multi-year plan called “NEXT” that will focus on upgrading restaurants and staff training, as well as deploying technology.
The company will spend $8.5 billion as part of the NEXT strategy through 2036, with about $5 billion of that spending provided through 2030. The NEXT partnering support for franchisees will include a combination of capital support and rent relief.
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| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| MCD | MCDONALD’S CORP. | 276.84 | -3.50 | -1.25% |
McDonald’s global CFO Ian Borden said on the earnings call that the fast-food chain is already putting elements of the NEXT strategy into action, including rolling out a new beverage platform, starting the “Make It Golden” training initiative, and setting up operational pilots for hand-breaded chicken.
Borden added that the company is starting to open remodeled NEXT restaurants around the world, including the first international restaurant in Poland.
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The company will begin remodeling hundreds of U.S. restaurants in 2027 to revise kitchen layouts and equipment to support future menu changes. McDonald’s aims to ramp up to a global run rate above 5,000 restaurants per year in 2028.
