McDonald’s is set to intensify the competition for value-conscious customers in 2025 with the launch of its new McValue platform.
This national value offering, the first of its kind since 2018, signals a renewed focus on affordability amidst a challenging market landscape, according to a report in Yahoo Finance.
The move is seen as a “continuation” of a trend observed in the second half of 2024, where value became paramount in the fast-food industry.
Affordability is key in a changing market
“Affordability [and] value matters,” Bernstein analyst Danilo Gargiulo told Yahoo Finance, highlighting the importance of attracting consumers in the current economic climate.
Over the past year, McDonald’s has faced challenges from consumers opting to save money by eating at home, as well as from other fast-food giants who have ramped up their own value offerings, and from the continued growth of fast-casual chains like Chipotle, Cava, and Sweetgreen.
Franchise operators expect increased foot traffic
Franchise operators are largely confident that the McValue platform will entice customers, even if it means a slight hit to profit margins.
“There may be a margin challenge where we are providing food at a great value, but if we can bring more people in, then it will take care of that. That’s our goal,” McDonald’s franchise operator David Costa, who operates 18 locations in Florida with his father, told Yahoo Finance.
$5 deals, buy-one-get-one offers, and more
The McValue platform includes a $5 meal deal that launched last June, which had led to an increase in foot traffic before being disrupted by an E. coli outbreak in October.
It also features a buy-one, get-one for $1 option, as well as local deals and in-app exclusives like 20% off orders of $10 or more.
All US locations began offering the McValue platform starting this Tuesday.
Brand partnerships and discount opportunities
Moreover, McDonald’s is partnering with 16 brands in the first few weeks of 2025 to offer additional deals, such as a free month of YouTube TV and a Tinder Gold Premium Access subscription, all of which are accessible through advertising campaigns across various platforms.
The report further quoted a franchise owner, who asked to remain anonymous but frequently posts on X as McFranchisee, saying, “margins will be compressed, but we do believe with the [increase] of guest counts that it yields overall positive cash flow to the restaurant.” The franchise owner further highlighted the delicate balance between price and profit.
The owner also noted “how difficult” it was to create a value platform that works across various regions in the US.
Analysts weigh in on the value-driven strategy
Wedbush analyst Nick Setyan doesn’t anticipate the value platform to be a substantial profit driver but noted that increased foot traffic could lead customers to trade up to more expensive items on the menu.
“As long as [the franchisees are] not losing money, they’ll be happy,” he told Yahoo Finance.
According to Setyan, the menu has the potential to be a “big transaction driver,” a prospect that might appeal to investors, as even a 2% same-store sales growth would be “good enough” in the current competitive environment.
For comparison, last quarter McDonald’s US saw a 0.3% year-over-year increase in same-store sales.
Gargiulo pointed out that the true impact will be seen in the third quarter once McDonald’s laps the initial launch of the $5 meal in June.
“Moment of truth really is going to be the third quarter … we will know whether this is actually incremental to the $5 meal deal or they are in this new normal,” he added.
McDonald’s and taco bell positioned as value leaders
Jefferies analyst Andy Barish expects even more intense competition in 2025.
“Two brands that typically win with everyday, affordable prices … McDonald’s and Taco Bell,” Barish, who has a Buy rating on McDonald’s and a Hold rating on Taco Bell’s parent company, YUM! Brands, told Yahoo Finance.
Barish sees this as potentially “not good news” for competitors like Burger King and Wendy’s, who will need to ramp up their value deals in response.
Earlier this week, Subway introduced its Meal of the Day deal, offering a six-inch sub for $6.99 or a footlong for $9.99, along with two cookies or a bag of chips and a small beverage.
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