McDonald's reintroduces value menu to attract cost-conscious customers
- McDonald's has reintroduced Extra Value Meals to attract more cost-conscious customers amidst rising food prices.
- The new meal deals, which began on September 8, 2025, aim to save customers up to 15% compared to individual item prices.
- This initiative reflects McDonald's efforts to enhance its value perception and regain traffic from low-income consumers.
In September 2025, McDonald's reintroduced its Extra Value Meals as a strategy to regain cost-conscious customers. This fast-food chain eliminated the Extra Value Meals category in 2019, but the economic pressures resulting from post-pandemic inflation have impacted consumer perceptions of affordability at McDonald's. Traditionally viewed as an economical option for quick meals, the company's image shifted due to rising prices, causing it to appear more expensive than competitors like Applebee's and Chili's, which have prospered during this period. In response to an evident decline in visits from low-income consumers and a need to revitalize its appeal, McDonald's has aimed at reshaping the value perception through substantial marketing efforts and new pricing strategies. The renewed Extra Value Meals include a selection of popular items such as the Big Mac, Chicken McNuggets, and Quarter Pounder, which come accompanied by a beverage and a side item. Customers stand to save up to 15% with these combination deals compared to purchasing items separately, making it a timely move as consumers are increasingly budget-conscious. Additionally, the implementation of new meal deals such as a Sausage McMuffin with Egg meal for $5, including hash browns and coffee, and an $8 Big Mac meal with fries and a soft drink highlights the brand's focus on value. Despite facing challenges in creating a positive perception, especially among lower-income demographics who have reduced their visits significantly, feedback from middle-income customers has been more favorable. The broader restaurant industry is expected to feel the effects of McDonald's latest offerings, given its influential position in the market. Analysts anticipate that competitors may follow suit in introducing their value-driven promotions as McDonald's works to regain its status as a go-to place for affordable meal options. The success of the Extra Value Meals and accompanying deals may either prove effective in reversing prior traffic declines or signal ongoing issues with consumer perception surrounding fast-food pricing.