
McDonald's McDeal Meals
McDonald’s Launches New McValue Menu to Combat Rising Prices
CHICAGO, IL, — McDonald’s is introducing a new value menu at U.S. locations on Tuesday, marking its most significant menu overhaul in recent years.
The “McValue” menu aims to attract budget-conscious customers who may have been deterred by rising prices. The menu’s primary feature is the popular $5 meal deal, initially unveiled earlier this year. Additionally, the McValue menu offers a “Buy One, Add One for $1” promotion that includes breakfast items.
The revamped menu will also include more app-exclusive deals and localized food and beverage offers curated by franchisees. To promote the launch, McDonald’s enlisted actor and WWE star John Cena, a self-described “lifelong fan” of the chain, to front a new marketing campaign, the company announced Tuesday.

Addressing Challenges
McDonald’s is hoping to revive growth after several difficult quarters. The chain’s value perception has waned among cost-sensitive diners, with menu prices increasing about 40% since 2019. The company attributes these price hikes to rising operational costs.
The announcement of the McValue menu comes shortly after the resolution of an E. coli outbreak that significantly impacted sales and foot traffic. To support affected franchisees, McDonald’s pledged $100 million in marketing funds and financial assistance.
As part of its promotional push, McDonald’s is offering $3 million worth of deals from 16 partner brands, including a free month of YouTube TV and a complimentary subscription to a premium Tinder tier. Customers can unlock these offers by interacting with McValue ads on participating apps and websites.
McDonald’s (MCD) is set to release its quarterly earnings on February 3, which will provide insight into the success of the new menu strategy.
Emphasizing Value
Many consumers are feeling the pinch as costs for essentials like groceries and housing continue to rise. McDonald’s hopes the nationwide rollout of the McValue menu will reinforce its reputation as a value-driven brand, said David Henkes, senior principal at food industry research firm Technomic.
“Restaurant traffic remains under pressure, and this reflects a belief that value will remain a key priority for consumers in the near future,” Henkes told CNN. “With inflation still high, establishing a more structured, long-term value platform signals that McDonald’s sees potential in targeting budget-conscious customers.”
This initiative is McDonald’s most significant value-focused effort since 2018, when it introduced a dollar menu with items priced between $1 and $3. However, that menu proved less successful compared to the $5 meal deal introduced last summer. Customers appeared more interested in perceived value rather than the lowest possible price.
Inflation has eroded the viability of lower-priced items, making way for the new McValue menu to replace what remains of the old pricing model.
Corporate Finances
In the third quarter of 2024, McDonald’s reported consolidated revenues of nearly $6.9 billion, marking a 3% increase from the previous year. Systemwide sales to loyalty members across approximately 50 markets exceeded $28 billion over the trailing twelve-month period, with nearly $8 billion recorded in the quarter.
For the full fiscal year 2024, McDonald’s revenue is projected to be around $26 billion, with a net income of approximately $8.3 billion, according to Bloomberg consensus estimates.
Please note that these figures are based on available data and projections; for the most accurate and up-to-date information, refer to McDonald’s official financial reports and statements.
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