McDonald’s is extending its popular $5 value meal into December in most U.S. markets in an effort to recapture lower-income consumers. Franchisees across the country have been voting to extend the deal, with around 80% of local markets opting to keep the value meal for several more months. The remaining markets are still deciding, and more locations may add the promotion in the coming weeks.
The $5 value meal includes a McDouble or McChicken sandwich, small fries, a four-piece chicken nuggets, and a small soft drink. In addition to this deal, McDonald’s franchisees are expected to offer localized promotions and additional discounts through the McDonald’s app.
McDonald’s U.S. President Joe Erlinger emphasized the company’s commitment to maintaining affordability, particularly as inflation has affected consumer spending. “Together with our franchisees, we’re committed to keeping our prices as affordable as possible, which is why we’re doubling down with even more ways to save,” Erlinger said, highlighting the importance of the value meal in attracting budget-conscious diners.
The value meal was initially introduced for a limited run in June and July, during which it proved successful among low-income customers. After seeing positive results, McDonald’s extended the offer through August, with 93% of its U.S. locations choosing to continue the promotion. The company then shifted its focus to securing a longer-term extension through December, in response to consumer demand and declining second-quarter sales.
The move comes at a time when the broader restaurant industry, including competitors like Burger King and Starbucks, has been offering value-driven promotions to lure consumers back to dining out. Persistent inflation has caused many diners to cut back on restaurant spending, creating a need for fast-food chains to focus on affordability.
In a memo sent to franchisees following McDonald’s July earnings report, Erlinger acknowledged the challenges the company faced in convincing consumers of its affordability. He stressed the need for a sustained, long-term strategy to regain McDonald’s reputation as a leader in value.
The $5 value meal has already begun to improve customer sentiment, particularly among low-income consumers. McDonald’s hopes that this extension will help solidify its position as a go-to option for budget-friendly meals as it builds momentum for the future.
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