Photo of Brett Jordan in Unsplash
McDonald's announced that, starting September 8, it will launch its line of Extra Value Meals, which will offer an approximate savings of 15% compared to purchasing the items separately. Available options include the Big Mac combo for 15% and the Sausage McMuffin for 15%. An additional fee of 15% will apply in regions such as California, Alaska, Hawaii, and Guam.
The chain is looking to recapture lapsed customers—particularly those earning less than $45,000 annually—following an average 40% increase in menu items from 2019 to 2024. McDonald's plans to maintain these offerings alongside other promotions like the "McValue Menu" and previous "Meal Deals" from 2019 to 2025.
The market's response is already beginning to be felt: chains like Domino's have already launched similar aggressive promotions; analysts predict that competitors—including Wendy's, Burger King, and others—will soon react, confirming the start of a potential price war in the sector.
Implications of the movement
This growing focus on affordable prices suggests a restructuring of consumer perceptions of value in the fast-food sector. With sustained inflation and rising input costs, chains must balance narrow margins with the need to win back their most price-sensitive customers. McDonald's strategy, which includes new offers extended until the end of the year, could set a trend in the industry.
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