McDonald’s effort to attract price-conscious diners with a steady flow of discounts appears to be losing momentum. The company reported only 0.8% growth in US sales during the second quarter, its weakest increase since 2025, as operational pressure and inconsistent pricing reduced the effectiveness of its value strategy.
Simplify an Overcrowded Promotional Schedule
Chief Executive Chris Kempczinski told investors that McDonald’s US business slowed significantly during the quarter and performed below company expectations. Management linked part of the weakness to slower service caused by the number of promotions introduced within a short period.
Recent launches included limited-time FIFA World Cup and KPop Demon Hunters meals, alongside a revamped menu featuring several products priced below $3. According to Kempczinski, restaurant teams struggled to manage the volume of new offers, which affected operating efficiency and increased service times.
The results highlight a common challenge for large restaurant chains. Promotions can attract customers, but frequent menu changes also require employee training, additional preparation steps and clear communication at the counter and drive-thru. McDonald’s now intends to reassess its menu and promotional calendar.
Strengthen Franchise Pricing Execution
McDonald’s has emphasized affordability in recent years as households have become more cautious about restaurant spending. Earlier in 2026, the chain replaced several digital discounts and its “Buy One, Get One for $1” offer with the McValue menu, which included numerous products below the $3 mark.
Chief Financial Officer Ian Borden said execution varied across franchised restaurants. Only around 65% of locations followed the company’s recommended pricing structure. Some operators also raised prices on selected products while keeping them under the promotional ceiling.
Borden said the combination of inconsistent pricing and uneven implementation discouraged visits from some of McDonald’s most loyal customers. For GrowBusinessMag readers, the episode demonstrates that a value proposition depends not only on low prices but also on consistency across locations.
Rebuild Traffic With Targeted Offers
McDonald’s plans to launch new app promotions next week to reconnect with frequent customers. The company will also increase marketing support for established offerings such as Extra Value Meals.
A leadership transition will accompany the strategy reset. Joe Erlinger, US president since 2019, is leaving the position immediately. Skye Anderson, a 26-year company veteran and former chief operating officer of US operations, will succeed him.
McDonald’s near-term performance will depend on whether it can simplify restaurant execution, align franchise pricing and restore customer trust without relying on an excessive number of discounts.
