McDonald's Ramps Up Value Push: Can EVMs Rebuild Traffic Momentum?

Core Insights - McDonald's Corporation is enhancing its value positioning in the U.S. to address declining traffic among lower-income consumers, emphasizing value perception as a key driver of customer choice [1][4] - The company has relaunched its Extra Value Meals (EVMs) with clear price anchors, which represent approximately 30% of U.S. transactions, aiming to restore consistency and predictability in its core menu [2][7] - McDonald's is providing significant financial support to franchise operators during this transition, with a total of $90 million expected in co-investment [3][4] Financial Performance - McDonald's shares have increased by 4.9% this year, contrasting with an 11.2% decline in the industry, while competitors like Starbucks, Sweetgreen, and Chipotle have seen declines of 9.5%, 81.1%, and 49.7% respectively [5][7] - The company trades at a forward price-to-sales (P/S) multiple of 7.72, significantly higher than the industry average of 3.34, with competitors like Starbucks, Sweetgreen, and Chipotle having P/S multiples of 2.41, 0.94, and 3.09 respectively [9] Earnings Projections - The Zacks Consensus Estimate for McDonald's 2026 earnings per share has decreased by 0.8% to $13.28, with projections indicating a 9.5% rise in earnings for that year [10][12] - In comparison, industry peers Sweetgreen and Chipotle are expected to see earnings increases of 15.9% and 5.4% respectively in 2025, while Starbucks is projected to rise by 15% in 2026 [12]