McDonald’s is launching its highly anticipated “McValue” menu in US restaurants on Tuesday, marking the company’s most significant change in years.
According to the reports of Leaders team, the budget-friendly initiative aims to attract price-conscious customers who’ve been deterred by rising menu prices. The standout offering is the popular $5 meal deal, introduced earlier this year, now accompanied by a new “Buy One, Add One for $1” option that includes breakfast items.
In addition to these deals, the McValue menu will feature app-exclusive offers and localized food and drink promotions managed by franchise. As per the sources of Leaders team, to boost its appeal, McDonald’s has partnered with WWE star-turned-actor John Cena, a self-proclaimed “lifelong fan” of the brand, to lead a fresh marketing campaign, the company announced Tuesday.
Addressing Challenges
This launch comes as McDonald’s seeks to recover from declining sales and customer traffic after several disappointing quarters. Since 2019, the average price of menu items has surged by 40%, reflecting increased operational costs.
Compounding the issue, an E. coli outbreak earlier this year further hurt the chain’s sales and reputation. To address the fallout, McDonald’s committed $100 million to marketing and franchisee support. The health crisis has since been resolved, but the company is using the new menu as an opportunity to rebuild trust and excitement.
Beyond Burgers: Unique Promotions
McDonald’s is investing heavily in promotions, giving away $3 million worth of deals from 16 partner brands. Offers include a free month of YouTube TV or a premium Tinder subscription. Customers can unlock these rewards by engaging with McValue ads on apps and websites.
Investor Outlook
The effectiveness of the McValue menu will come into focus when McDonald’s releases its quarterly earnings on February 3, offering insights into whether the revamped value strategy is resonating with customers.
