McDonald’s is introducing its new “McValue” menu nationwide, marking its biggest change in years. Designed to attract budget-conscious customers, the menu includes a $5 meal deal, a “Buy One, Add One for $1” option, and app-exclusive deals. Localized promotions and franchisee-organized offers are also part of the initiative.
To promote the menu, McDonald’s enlisted actor and WWE star John Cena as the face of a $100 million marketing campaign. The company is also offering $3 million in cross-promotional deals with brands like YouTube TV and Tinder, unlocked by engaging with McValue ads.
This launch comes as McDonald’s seeks to recover from an E. coli outbreak that impacted sales. With fast food prices up 40% since 2019, McDonald’s is focused on restoring its image as a value-oriented brand amid rising consumer costs.A McDonald’s restaurant in Omaha, Nebraska. Mario Tama/Getty Images
The McValue menu replaces remnants of McDonald’s former dollar menu and targets customers seeking more value for their money. Analysts note this effort reflects a strategic shift toward catering to inflation-strapped consumers while emphasizing long-term value.
The menu rollout is seen as McDonald’s most significant budget-focused move since 2018. The company’s quarterly earnings report on February 3 will reveal if the strategy is resonating with customers.