McDonald’s said on Thursday it is broadening its value lineup in the United States with new items priced at $3 or less and a $4 breakfast meal deal, aiming to appeal to diners who are sensitive to price amid continuing economic uncertainty.
The company said at least 10 menu items will be available throughout the day under this initiative. It also plans short-term promotions spotlighting select items priced under $3 at even lower temporary prices, beginning with the Sausage McMuffin at $1.50 and the McDouble at $2.50.
In addition to the new $4 breakfast option, McDonald’s said it is introducing lunch and dinner deals in the $5 to $6 range.
CEO Chris Kempczinski previously said there was mounting evidence that the company’s focus on value was producing results, citing increases in visits from low-income customers.
Last year, McDonald’s began subsidizing franchisees for certain "extra value" meals as some commodity costs, including beef, remained elevated. Kempczinski said the company would not make such subsidies permanent.
McDonald’s originally launched a $5 meal in June 2024 as a limited-time offer and later extended that promotion. The company also provided a 15% discount on combo meals and introduced $5 and $8 special offers during the prior year.
Rivals, including Burger King, have been stepping up their own lower-priced menu efforts as competition over value propositions intensifies within the quick-service restaurant sector.
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Context and implications - The chain’s expanded value menu continues a pattern of pricing promotions and selective franchise support enacted during periods of higher commodity costs. Management has indicated operational and competitive goals for value offerings, while also signalling limits on long-term price subsidies to franchisees.