Brief
McDonald’s sales slump despite new $5 meals and mix‑and‑match deals
New low‑price combos have not stopped a decline in U.S. visits, prompting a 32% share drop from February’s peak.
By Felo News Desk · Published
McDonald’s reported U.S. comparable‑sales growth of 0.8% in its most recent quarter, far below rival Burger King’s 8.5% rise, as new low‑price meals failed to reverse a slide in customer traffic, Fortune reported.
What happened
The chain introduced a $5 Sausage McMuffin meal and a $6 mix‑and‑match deal that let diners pair items such as a Filet‑O‑Fish with Chicken McNuggets. Despite the promotions, analytics firm Placer.ai estimated U.S. store visits fell 4.5% in the first half of 2026. McDonald’s does not publish traffic data and a company spokesperson said the firm could not corroborate the third‑party estimate.
What the reports add
Fortune noted that each quarter this year saw shrinking U.S. growth and that the company’s share price is down 32% from its February all‑time high. The article also cited the CEO’s August admission that “too many new menu and deal launches had overwhelmed its restaurants and harmed service,” a comment that reportedly irked franchisees who are being asked to spend about $1 million per store on remodels.
What was said
CEO Chris Kempczinski told analysts at the September investor day in Chicago, “We must be the first choice for more customers more often.” He later said beef costs had nearly doubled over five years in the chain’s biggest markets and that price hikes were being considered, though the company lost customers after raising prices during the COVID‑19 crisis.
How it came about
The promotional push is part of the “McDonald’s > Next” strategy unveiled at the investor day, which aims to improve food quality, service and restaurant operations. Earlier this year, McDonald’s rolled out an AI‑driven pricing tool that suggests local prices for items such as the Big Mac, a move that has drawn mixed reactions from franchisees. The current sales slowdown adds pressure to that broader initiative, which also faces rising beef costs—U.S. Department of Agriculture data showed a 5.9% year‑over‑year increase in August.
Key facts
- U.S. comparable‑sales growth was 0.8% in the latest quarter (fortune.com)
- Analyst‑estimated U.S. store visits fell 4.5% in H1 2026 (fortune.com)
- McDonald’s shares are down 32% from February’s peak (fortune.com)
- CEO Chris Kempczinski said execution, not strategy, was the problem (fortune.com)
- Beef prices were 5.9% higher in August than a year earlier (fortune.com)
Sources
- [1] fortune.com — originally reported as “Why McDonald's faces a tough slog winning customers back”
