McDonald’s Introduces New Value Menu Amid Price Concerns

New York, CNN — McDonald's is set to launch a new value menu designed to attract price-sensitive customers, who may have been deterred by recent increases in prices. The fast-food giant announced the introduction of the ‘McValue’ menu, which will be available across United States locations from January 7, 2025.

The upcoming menu aims to offer budget-friendly options, featuring a central «Buy One, Add One for $1» scheme, inclusive of breakfast items. The focus is on regaining consumer interest after the value perception of McDonald’s dipped due to rising menu costs over recent years, according to company sources.

Joe Erlinger, President of McDonald’s USA, stated, «When it comes to value, we know there’s no one-size-fits-all. We’ve worked closely with our franchisees to create a new platform that will let our customers define value on their own terms.» This strategy reflects an attempt to allow patrons to customize their dining experience while maintaining cost-effectiveness.

McDonald’s is still reeling from a downturn in sales following an E. coli outbreak in October that heavily affected traffic and revenue. The company has committed to boosting marketing efforts and supporting franchises that were particularly impacted by the health scare.

In addition to national deals, the McValue menu will include exclusive in-app offers and local promotions curated by regional franchisees to enhance the value proposition of the chain further.

David Henkes, a senior principal at Technomic — a food industry research and consultancy — noted, «Restaurant traffic remains challenged, and this really represents a line of thinking that value will continue to be important to the consumer for the foreseeable future. Inflation remains elevated, and creating a more structured, long-term value platform tells me that McDonald’s really sees opportunity in doubling down on its focus on budget-oriented consumers.»

The McValue menu marks McDonald’s most significant value-centric initiative since 2018. The preceding dollar menu experienced mixed success compared to the more popular $5 value meal introduced earlier this year — a strategy that capitalized on consumer preferences for more substantial deals over merely cheaper individual items.

McDonald’s USA, LLC, serves a diverse range of food options and continues to aim for customer satisfaction despite economic pressures. Roughly 95% of its approximately 13,500 U.S. outlets are independently operated, according to company data.