New Savings Menu: McDonald's Focuses on Budget-Friendly Comeback

A bombshell in the fast-food universe: McDonald's is launching its eagerly awaited new value menu in the USA, breaking several years of stagnation. The highlight of the new offering, the so-called "McValue" menu, lies in its ability to bring price-sensitive customers back to the table. With the successful $5 Meal Deal and an attractive "Buy One, Add One for $1" option that even includes breakfast, the chain aims to win back budget-conscious customers. Additionally, exclusive app offers and regional deals from franchisees will enrich the menu. McDonald's has also enlisted WWE wrestler and actor John Cena, who is considered a "lifelong fan" of the brand, as the face of the new marketing campaign. All of this takes place against the backdrop of a declared goal: McDonald's wants to rekindle growth following disappointing quarterly figures. Since 2019, prices have risen on average by around 40 percent, which worsened the perception of the chain as a budget-friendly choice. To improve its image as a value-oriented provider, the company is investing 100 million dollars in marketing and supporting franchise partners affected by a recent E. coli outbreak. As part of this, McDonald's is distributing 3 million dollars in promotions from brands like YouTube TV and Tinder, which can be unlocked through interaction with McValue advertising. McDonald's will present its quarterly figures on February 3rd – an exciting moment for investors eager to see how these efforts will unfold. Food industry consultant David Henkes states that the national McValue rollout could significantly strengthen McDonald's image as a value-oriented brand. Because in times of rising costs, the focus on price-conscious customers remains crucial.