McDonald’s value products will be revamped in 2025 through their “McValue Platform” national debut launching on January 7 this year. The move was carried out because customers want more budget-friendly options amid an increase in prices among fast food chains.
Meet the McValue platform
This menu is supposed to carry three components of the new proposition to suit different needs among the customers.
$5 Meal Deal: First offered in June 2024, the value favorite features a choice of either a McDouble burger or McChicken sandwich, four Chicken McNuggets, small fries, and a small soft drink. The offer has been extended through the summer of 2025 under the McValue platform.
Buy One, Add One for $1: This new offer allows customers to buy a full-priced item from the McValue menu and add a second for just a buck. The lineup includes morning favorites like the Sausage McMuffin®, Sausage Biscuit, Sausage Burrito, and Hash Browns, plus lunch and dinner items like the 6-piece Chicken McNuggets®, Double Cheeseburger, McChicken®, and Small Fries.
Exclusives in-app offers and local deals: McDonald’s will further give more savings through the use of its mobile app by offering special deals peculiar to the local markets. The promotions will be aimed at enriching customer engagements and value propositions.
Response to market conditions
The McValue platform will be introduced as consumers have to deal with soaring prices in fast food causing some to look for cheaper dining options. McDonald’s tries to keep their customers returning through the ability to build your own meals to keep it budget-friendly. “When it comes to value, we know there’s no one-size-fits-all,” said Joe Erlinger, President of McDonald’s USA. “We’ve worked closely with our franchisees to create a new platform that will let our customers define value on their own terms.”
That means recently, while hosting its last earnings call, Chris Kempczinski, chief executive officer, of McDonald’s conceded to its value leadership gap shrinkage; thus, more value to its customers needed to be returned. Well, the strategic McValue platform by fast food has turned towards addressing this weakness as a tool for gaining budget-conscious customers.
Industry perspectives
While McDonald’s expects the McValue platform to increase customer traffic and revenue, some players in the industry do not think so. Kevin Hart, Chief Sales Officer for food and fuel app Upside, was dubious: “Value menus can drive traffic, but often don’t provide sustainable growth. Continuing to cannibalize existing customers by getting them to pay five dollars for what used to cost $12 is a failing strategy answer to foot traffic can’t be to lose money on every sale.”
Customer engagement and future outlook
To date, McDonald’s has relied on its mobile app, with exclusive deals as one means of ramping up customer engagement through personalized value options. Still, in a partnership with franchisees on local offers, it realizes the need for community-based deals. Cory Watson, McDonald’s Owner/Operator, and National Value Chair for 2025 summarizes this approach with “As local small business owners, my fellow franchisees and I are always listening to what our customers want from their neighborhood McDonald’s.”
