McDonald’s wants to continue to improve the perception of its value offerings

McDonald’s Corporation (NYSE:MCD) plans to offer more value offerings in 2025 as it looks to carve out additional fast-food market share. The development is not a shock based on management commentary over the last six months.

The restaurant chain is reportedly working on a new McValue approach that would keep the $5 value meal on the menu for at least the first half of the year and also introduce a “buy one add one” menu option for $1. That offer is anticipated to include some combination of the chain’s double cheeseburger, McChicken sandwich, 6-piece nuggets and small fry, or breakfast options such as a Sausage McMuffin, sausage biscuit or sausage burrito and a hash brown.

McDonald’s (MCD) McValue Meals are considered a budget-friendly meal option available at participating locations, primarily in Canada. The meals are designed to provide customers with a combination of popular items at affordable prices.

The Chicago-based restaurant operator has also been implementing local value offerings based on market conditions.

During McDonald’s (MCD) Q3 earnings conference call (transcript), management addressed the need to improve the brand perception around value offerings, starting with the $5 Meal Deal.

“We have spoken before about our customers recognizing us as the value leader versus our key competitors, but our value leadership gap has shrunk. In response, we have moved with urgency in partnership with our franchisees to improve our value offerings in most of our major markets,” stated CEO Chris Kempczinski.

Shares of McDonald’s (MCD) were down 0.5% in afternoon trading on Wednesday.