McDonald's is planning to introduce a new value menu and breakfast deals next month in an effort to lure back budget-conscious diners, many of whom are concerned about inflation and the rising cost of living.
The chain, once seen as an affordable fast-food option for many Americans, saw its prices rise due to inflation following the coronavirus pandemic. Now, it hopes to attract customers with new discounts, including a menu of items priced at $3 or less and a $4 breakfast meal deal, starting in April, according to the Wall Street Journal.
The upcoming promotions, internally nicknamed “McValue 2.0,” will include a $4 breakfast meal featuring items such as a McMuffin, hash brown and coffee. The $3-and-under menu will offer items like a sausage biscuit or a four-piece Chicken McNuggets, and will replace the buy-one-add-one-for-a-dollar deal introduced in 2025.
McDonald's has taken steps over the past few years to restore its affordability image. In 2024, it introduced $5 meal deals, and in January 2025 it added the option to purchase an extra $1 item, such as a double cheeseburger or sausage biscuit, with a full-priced purchase. Chief Executive Chris Kempczinski said during an investor call last month: “We absolutely are going to make sure that we are protecting our leadership position in value.”
Despite the efforts, market-research firm Technomic found that only 21 percent of people surveyed called McDonald's affordable last year, up from 18 percent in 2024. A UBS Evidence Lab survey conducted in 2025, cited by the Journal, said around 50 percent of consumers described McDonald's as “good value” in 2014. The chain told franchises on Monday that the McValue plan had been approved by franchisee groups with “unanimous alignment,” and training on the new deals is set to begin in the coming weeks. The announcement follows a strong fourth quarter, with global same-store sales up 5.7 percent year-on-year, beating expectations, and revenue rising 10 percent to $7.01 billion.
