How McDonald’s won back low-income diners

Core Insights - McDonald's has focused on enhancing its value strategy, which includes evaluating franchising standards to ensure value and appropriate pricing across its system [3] - The launch of the $5 Value Meal in summer 2024 positively impacted comparable sales, but an E. coli outbreak in Q4 2024 caused significant declines in traffic and sales [3][4] - The introduction of McValue in January 2025 has driven immediate incrementality and improved performance in value offerings [4] Group 1: Sales Performance - McDonald's U.S. comparable sales increased by 6.8% in Q4 2024 and 2% for the year, marking three consecutive quarters of same-store sales growth [7] - The growth in comparable sales was attributed to positive check and guest count growth, supported by marketing initiatives and the value menu [7] - The relaunch of Extra Value Meals in September 2024 contributed to improved value perception and incrementality for the brand [7] Group 2: Franchisee and Market Position - Franchisees have been providing better value offerings, resulting in year-over-year cash flow growth [6] - Analyst Peter Saleh noted that years of offering deep value options have improved McDonald's overall market positioning [6] - The company has gained market share among low-income consumers and improved its value and affordability scores [5]