McDonald's U.S. boss puts focus on 'value and affordability' as consumer spending splits

Core Insights - McDonald's leadership emphasizes the importance of maintaining value offerings amidst competitive pressures in the restaurant industry [1][2] - The company reported earnings per share and revenue below Wall Street expectations, but same-store sales showed positive growth across all segments [2][3] Financial Performance - U.S. same-store sales increased by 2.4%, driven by the launch of the $2.99 Snack Wrap and Extra Value Meals [3] - Despite a positive same-store guest count gap, overall guest counts are declining, highlighting the need for disciplined pricing and value [3] Market Trends - CEO Chris Kempczinski noted a bifurcated consumer base, with lower-income consumer traffic in quick-service restaurants (QSR) declining nearly double digits, while higher-income consumer traffic grew nearly double digits [5] - The company remains cautious about consumer health in the U.S. and top international markets, expecting pressures to continue into 2026 [5] Strategic Focus - McDonald's plans to sharpen value leadership to meet evolving consumer expectations and increase traffic [6] - The company will invest in high-potential menu categories, particularly Chicken and Beverages, to remain competitive and drive growth [6] - Testing of new beverage offerings is underway in 500 restaurants across Wisconsin and Colorado, leveraging insights from a previous beverage concept [6]