McDonald’s has announced plans to introduce “McValue” deals in 2025 as part of an initiative to provide more affordable dining options for customers. The fast-food giant revealed the news on Friday, emphasizing its commitment to maintaining customer interest in its menu despite growing challenges in the fast-food industry.
Rising prices have made even traditionally low-cost dining options less appealing for some Americans, and McDonald’s aims to address these concerns by offering savings through its McValue platform.
The McValue platform is set to launch nationwide on January 7 and will include a variety of value-driven meal options. One highlight is McDonald’s $5 meal deal, which first debuted in June.
This popular offering features a choice between a McDouble burger or a McChicken sandwich, accompanied by four Chicken McNuggets, a small order of fries, and a small soft drink. By rolling out the McValue platform, McDonald’s hopes to attract budget-conscious customers while reinforcing its reputation for providing satisfying and affordable meals.
The new McValue platform will also introduce a range of exclusive offers designed to enhance value for customers. These deals will be available through McDonald’s mobile app, providing an easy and convenient way for diners to access special promotions and localized food and drink discounts.
One standout addition to the platform is a “Buy One, Add One for $1” deal, which offers significant savings on popular menu items. This deal applies to a variety of breakfast, lunch, and dinner favorites, including breakfast sandwiches, chicken nuggets, and burgers. Customers who purchase a full-priced item from the McValue menu can add a second item for just $1, creating a flexible and affordable way to enjoy more of their favorite McDonald’s meals.
By combining app-exclusive deals with this new promotion, McDonald’s aims to provide even greater savings while catering to the needs of value-conscious diners throughout the day.
Joe Erlinger, president of McDonald’s USA, highlighted the company’s approach to redefining value for its customers. “We understand that value isn’t one-size-fits-all,” Erlinger said in a statement. “By collaborating with our franchisees, we’ve developed a platform that allows customers to tailor value to their preferences. Whether it’s deals on their favorite orders or popular offerings like the $5 Meal Deal, we’re thrilled to provide more ways for our fans to save each time they visit.”
The launch of the McValue platform comes as McDonald’s acknowledges a shrinking gap in its perceived value leadership. CEO Chris Kempczinski addressed this during the company’s third-quarter earnings call last month, noting that McDonald’s has been working to enhance its value proposition. Executives confirmed plans to roll out the McValue platform in early 2025 as part of this effort.
While McDonald’s hopes the new initiative will drive revenue growth, some industry experts remain skeptical. Kevin Hart, chief sales officer for the food and fuel app Upside, called the McValue strategy a risky move.
“Value menus can increase foot traffic, but they rarely lead to sustainable growth,” Hart told MoneyWatch. “If the goal is to attract more customers by offering $5 deals for meals that used to cost $12, it’s a flawed approach. Losing money on every sale isn’t the solution to boosting foot traffic.”
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