McDonald’s gained significant momentum in the second quarter of 2025. The company achieved global comparable sales growth of 3.8 percent – the highest increase in nearly two years and significantly above the 2.6 percent expected by analysts. The return of classic products and an increased focus on chicken dishes contributed significantly to the result.

In the USA, the most important market with around 14,000 locations, same-store sales increased by 2.5%. After a weak previous quarter—attributed to growing financial pressure on lower-income customers—larger order volumes helped stabilize the trend. Promotions like the return of the popular $2.99 Snack Wraps in July led to noticeable customer response. Additionally, McDonald's is currently testing new cold beverage variants like Iced Coffees in 500 US locations.

Global Systemwide Sales Growth – Including Franchise Locations – Was 8 Percent in the Second Quarter. CEO Chris Kempczinski Cited “Compelling Pricing Offers, Creative Marketing Concepts, and Strong Product Innovations” as Key Drivers of the Positive Development. Initiatives Included Menu Partnerships with the Minecraft Movie and the Launch of the Big Arch Burger in France and the United Kingdom.

The quarterly revenue climbed to $6.8 billion, slightly exceeding Visible Alpha's expectations ($6.7 billion). Net profit rose by 11 percent to $2.25 billion. The stock increased by more than 3 percent in pre-market trading.

Even though foot traffic in the fast-food industry overall declined by 0.9 percent in the second quarter, McDonald's seems to succeed better than others in reclaiming price-sensitive target groups. While competitors like Chipotle had to accept a 4 percent decline in comparable sales during the same period, only a few brands like KFC or Taco Bell benefited from slight growth.

With a view to a strained consumer climate, McDonald's is relying on a mix of nostalgia, price points under three dollars, and targeted product diversification – and is thus, at least currently, hitting the right levers.