McDonald's reintroduces Extra Value Meals to attract budget-aware patrons
McDonald's has made a significant move in its comeback strategy, reintroducing Extra Value Meals to its menus in the United States. This category, absent since 2019, is part of the fast-food giant's efforts to boost its value proposition and rejuvenate traffic among budget-conscious consumers.
The new "McValue" menu is a key part of this strategy. It offers eight meal bundles at breakfast, lunch, and dinner, each costing 15% less than buying the items separately. The eight Value Meals include popular choices like the Sausage McMuffin with Egg, Big Mac, 10-piece Chicken McNuggets, and any variety of Quarter Pounder burger or McCrispy Sandwich.
McDonald's Corp. (MCD) stock is currently trading at $315.76, with a 0.71% increase, reflecting the positive response to this strategic move.
The reintroduction of Extra Value Meals is a direct response to the impact of the minimum wage increase in California, according to McDonald's CEO. This labor inflation has reportedly forced thousands of fast-food workers out of work.
To further drive traffic, McDonald's is also offering special deals through its app. For instance, customers can enjoy free medium fries with a $1 purchase every Friday in 2025, and new app users can receive a free McCrispy chicken sandwich. Local franchisees have also been launching their own deals, such as app-exclusive offers like 20% off $10 or more.
In May 2024, McDonald's U.S. President Joe Erlinger addressed rumours of significantly increased prices beyond inflationary rates, stating that they were inaccurate. While high-priced burgers may exist, they are exceptions, not the norm, he assured customers.
McDonald's and its U.S. franchisees are in discussions to keep the cost of eight popular combo meals 15% lower than if the items were bought separately. This initiative is aimed at providing value to customers while managing costs in the face of challenges like the minimum wage increase.
More offers from McDonald's will be available in November, ensuring that customers continue to enjoy value-for-money meals at the fast-food giant.
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