Fast food chain McDonald’s plans to introduce American menu items priced at $3 or less starting in April. The decision marks a strategic turn in response to the significant drop in the number of low- and middle-income customers, a demographic group that represents a crucial share of the network’s revenue.
The new program includes options like sausage biscuits and four Chicken McNuggets, replacing the old “buy one, get one free” promotions. Também will be offering a $4 combo with McMuffin, fries and coffee, focusing mainly on the breakfast segment, where the drop in customers has been most pronounced.
Pressão from customers in financial difficulties
McDonald’s faced a drastic reduction in visits from low- and middle-income families in the first quarter of 2025. The company projected a 3.6% drop in U.S. comparable store sales during that period, with a 10% decrease specifically in this customer segment.
Christopher Kempczinski, CEO of the network, stated in a conference call that the drop in the number of low-income consumers across the sector had reached “almost double digits”. Ele attributed the reduction to the increase in food and clothing prices, which would be “impacting perspectives, psychology and consumption habits” of this public.
The average price per item on the McDonald’s menu increased by 40% between 2019 and 2024. Segundo the chain itself, this increase is consistent with the increase in wages, operating costs and food prices in the period.
Tendência across the fast food industry
Outras Large chains also recorded a drop in sales to low-income customers. Scott Boatwright, CEO of Chipotle, reported that families with annual incomes of less than US$100,000 were eating out less frequently, representing about 40% of the chain’s total revenue.
The reduction was particularly severe among consumers aged 25 to 35. Wendy’s similarly faced declining breakfast sales in the previous year. Ken Cook, the chain’s CEO, informed investors that increased consumer uncertainty and preference for home-cooked meals have led to breakfast being “the first thing to be consumed less frequently.”
Partial Retomada with previous combos
McDonald’s has tested price reduction strategies before. In September, the chain relaunched its “Extra Value Combo” with options like the Sausage McMuffin Egg for $5, including fries and small coffee, as well as the Big Mac combo for $8 with medium fries and medium drink.
Essas measurements appear to have contributed to later results. In the last reported quarter, McDonald’s reported sales of $7 billion, with a 6.8% increase in U.S. comparable store sales.
Perspectivas Future Network
Apesar of the challenges faced, the chain projects total sales of US$140 billion by 2025. Kempczinski reported a 5.5% increase in sales in the fourth quarter, indicating signs of partial recovery even in the face of pressure on low-income customers.
The new offering of $3 items represents a more aggressive attempt to win back this market segment before the trend deepens. The inclusion of breakfast items directly responds to the drop observed in this sales shift:
- Biscoitos with sausage on sale
- Four reduced-price Chicken McNuggets
- McMuffin combo with potatoes and coffee for $4
- Foco on lower ticket morning items
The strategy reflects a change in the chain’s positioning, moving from a focus on higher margins to volume and customer retention. The recovery of this consumer base will be decisive for McDonald’s overall performance in the coming quarters.