McDonald's responds to increasing criticism over high menu prices and will reduce the cost of selected combo meals starting in September. In the future, eight particularly popular combinations will be 15% cheaper than the sum of individual prices. Additionally, the "Extra Value Meals" return, with promotions such as a $5 breakfast deal or an $8 Big Mac menu.

The measure follows months of negotiations between headquarters and franchisees. As many operators hesitated due to increased costs, McDonald’s promised financial support for those who go along with the price. The aim is to associate the brand more strongly with everyday value and affordability again — a perception that has been damaged in times of high inflation and declining purchasing power.

The new price promotions include classics like Big Mac, Quarter Pounder with Cheese, Chicken McNuggets, McCrispy, and Egg McMuffin. A menu previously costing $10 could soon cost $8.50. Franchisees must maintain the discounts at least until early 2025.

The background is a noticeable decline in restaurant visits: According to Black Box Intelligence, the frequency in US restaurants has decreased by 1.7% since the beginning of the year, and by 2.7% in the fast-food segment. Even at McDonald's, customer numbers recently fell short of expectations, although comparable sales slightly increased again in the second quarter.

Since 2019, the prices for Big Mac meals have increased by an average of 27%. While a large meal costs an average of $10.53, the range varies by location from $5.69 to $18.99. Especially the expensive offerings at airports and highway rest stops have burdened the chain's image as an affordable option.

To mitigate the resistance of franchisees, McDonald’s plans to offset deficits in discounts through subsidies and share marketing costs. CEO Chris Kempczinski recently emphasized that the menu board is "the most important driver of price perception among customers.