When McDonald’s slashed combo meal prices by around 5 % and relaunched its “Extra Value Meals,” you’d expect crowds pulling into the drive-thru. Instead, traffic kept dropping. The company finds itself squeezed between a value-hungry customer base and stiff competition from budget rivals. Let’s break down what data tells us about this bold move and why the results are far from clear-cut.
Big Price Drop—with Big Hope
McDonald’s recently lowered prices on some combo meals by about 5 %, bringing back the Extra Value Meals label and pricing a Big Mac meal at roughly $8. The move was meant to signal renewed value and draw in budget-conscious customers. But intentions aside—price cuts don’t always equal traffic gains.
Traffic Still Slipping
Despite cutting prices, McDonald’s U.S. foot traffic has been negative since July. For example: the week ended Sept 15 saw a 5 % traffic drop; the week ended Sept 22 saw a 3.7 % decline. Both periods followed the promo launch. That suggests the deal alone wasn’t enough to reverse the tide.
Value Environment Is Tougher Than Ever
The fast-food landscape is soaked in value promotions right now. Chains like Taco Bell (with $5–$9 Luxe Boxes) and many pizza chains are all pushing deals. In this sea of “cheap eats,” standing out requires more than a price tag. Value has become the baseline, not the differentiator.
McDonald’s Compared to Its Past Wins
Last year McDonald’s ran a “$5 Summer of Value” campaign and saw double-digit traffic gains. This year’s modest cut and weak follow-through hint at a tougher consumer mood—or maybe that the bar was set too low to start with.
Franchisee Buy-in Was Huge
McDonald’s executives convinced franchisees to lower menu prices, arguing that the brand needed to “recalibrate” its value proposition. CEO Chris Kempczinski even said “Value is in our DNA,” admitting they had to take a step back and fix things. It was a serious bet.
Promo Alone Isn’t Enough to Move Masses
One of the article’s key take-aways: deals get people in the door, but not always enough to form habits. The return of the Snack Wrap and the price cut didn’t fully reverse weak traffic. McDonald’s is operating in a “pull-in” culture, but making people stick around requires consistency.
Target Customers Are Feeling the Squeeze
McDonald’s serves a large share of low-income customers—who are under intense pressure now. With inflation biting and many chains vying for the same crowd, it’s a zero-sum fight: one chain’s gain is another’s loss. Value-oriented customers might not bounce back easily just because of a price cut.
Competition’s Value Game Is Fierce
As noted, competitors aren’t just promising value—they’re living it. Taco Bell, Subway, Burger King, and others are aggressively running deals; 29 % of all traffic across quick-service chains is tied to some promotion. For McDonald’s, that means it’s not enough to say “we’re cheaper”—they need to feel cheaper and better.
The Messaging Matters
McDonald’s is trying to fix “core menu prices” and stop the perception of being overpriced. But if customers believe the price cut is gimmicky—or temporary—it may not rebuild trust. The brand’s identity leans on value, yes—but credibility matters.
What It All Adds Up To
Here’s the big picture: lowering prices alone didn’t immediately revive traffic—and in a market flooded with deals, it might not ever be enough on its own. McDonald’s is facing a more discerning, value-savvy consumer base in a landscape crowded with alternatives. The bet is still on—but the payoff is far from guaranteed.
What’s Your Value Verdict
So—what do you make of this? Is McDonald’s price drop a smart reset or too little, too late? If you’ve noticed any difference in your local store—or your own value radar—let me know. Drop a comment: Have you been drawn in by the deal? Would you go back solely because of price? Your experience might be the real story.
