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McDonald’s Revives Extra Value Meals Amid Fast-Food Price Wars
McDonald’s Revives Extra Value Meals Amid Fast-Food Price Wars
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McDonald's is reintroducing its Extra Value Meals on September 8, offering a 15% discount compared to buying items individually. The MOVE comes as CEO Chris Kempczinski acknowledges affordability concerns after years of creeping menu prices.
The fast-food giant's renewed focus on value—including recent revivals of the Snack Wrap and $5 meal deals—reflects industry-wide pressure to attract budget-conscious consumers. UBS analysts predict competitors will respond with deeper discounts as dining-out demand softens.
This pricing strategy revival harks back to the 2010s, when value meals were central to McDonald's brand identity. The current promotions aim to reverse traffic declines, particularly among lower-income breakfast customers.
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