McDonald's value menu kicks off fast-food price wars

https://www.youtube.com/watch?v=RwlE6T4rKIw

The strategy is meant to bring traffic back into stores and protect market share after years of price increases. McDonald’s U.S. leadership has said the company wants to defend its “leadership position in value,” and reports indicate the move has already helped lift sales and guest counts.

Consumers have become much more sensitive to fast-food pricing, with many saying meals no longer feel affordable the way they once did. McDonald’s says the average price of its menu items has risen about 40% since 2019, a reflection of higher labor, packaging, and food costs.