McDonald’s is leaning back into value, and the move comes at a time when the chain needs a jolt. With U.S. traffic softening and customers watching their wallets, the company is testing new affordable menu formats now, then aiming to roll out a national program in early 2027 if the numbers hold up.
In late October, McDonald’s kicked off an eight-week test at about 1,900 restaurants across several regions. The company is trying two different ways to make everyday ordering feel cheaper and simpler, with mix-and-match bundles on one side and fixed bundle offers on the other. Both are meant to give customers a clearer reason to stop in, whether they want a small snack or a full meal.
The push is happening against a tricky sales backdrop. McDonald’s said comparable U.S. sales slipped 0.2% in the third quarter, a reminder that even a giant brand with deep loyalty cannot coast when consumers get picky. That kind of slowdown tends to expose the weak spots fast, especially in a business built on repeat visits.
Chief Executive Christopher Kempczinski said a big chunk of the franchise system is already moving in the same direction before the test is even finished. He noted that franchisees representing about 4,000 restaurants are using similar entry-level bundles, and together the two groups account for more than 40% of the U.S. system. That kind of overlap suggests the value idea is not just a corporate talking point, but something operators think can actually move traffic.
“We use the results of this test to determine which structure resonates most with customers, works best operationally and delivers sustainable incremental traffic and sales for franchisees,” Kempczinski said. “Our goal is to launch a new program nationally in early 2027.”
He also said the company wants customers to see a straightforward value message every time they think about McDonald’s. “Our goal is straightforward. Customers should see a clear and compelling value proposition every time they consider McDonald’s, whether they’re looking for an affordable individual item, a complete meal or a digital offer in the mobile app.”
The value menu push fits neatly into a broader company overhaul already underway. In September, McDonald’s rolled out its multi-year NEXT plan, a program built around restaurant upgrades, staff training and more technology across the system. The company has attached an $8.5 billion price tag to the effort through 2036, with roughly $5 billion of that set to be spent by 2030.
That money is not just going toward shiny new gadgets. McDonald’s says the NEXT plan also includes support for franchisees through capital help and rent relief, which matters in a business where operators carry a lot of the day-to-day load. When margins get tight, the balance between corporate ambitions and store-level reality becomes the whole game.
Global CFO Ian Borden said the company is already putting parts of NEXT into motion. That includes a new beverage platform, the “Make It Golden” training initiative and pilot work around hand-breaded chicken, all of which point to a brand trying to keep its menu fresh without losing the familiar rhythm customers expect.
McDonald’s is also opening remodeled NEXT restaurants overseas, including its first international location in Poland. And the company is preparing to remodel hundreds of U.S. stores starting in 2027, with kitchen layouts and equipment being updated to handle future menu changes more smoothly.
The long-term target is ambitious. McDonald’s says it wants to get to a global run rate above 5,000 restaurant remodels per year in 2028, which is the kind of pace that can reshape a system fast. For a chain this big, the next phase is not about one promo or one quarter, but about keeping the whole machine sharp enough to pull in customers who have plenty of other cheap eats to choose from.
