McDonald’s recently increased the number of deals and discounts to attract more customers, but this strategy has hit a roadblock. The burger chain reported its slowest growth since 2025, with US sales rising just 0.8% in the second quarter.
Deal Fatigue
McDonald’s blamed the slowdown in visits on slower service due to the number of value offerings launched over the past few months. The company now plans to re-evaluate its menu selection.
CEO Chris Kempczinski said on the earnings call that the US business “slowed significantly” during the second quarter and that results were “below our expectations.” McDonald’s introduced several promotions in recent months, including limited-time meals and a revamped $3 menu.
Kempczinski said that restaurants “were overwhelmed by too many deployments in the quarter, which led to less efficient restaurant operations… and impacted customer service times.” As a result, McDonald’s will roll out new promotions next week in its app to “re-energize our high-frequency customers.” The company will also increase marketing spending on proven value offerings like its Extra Value Meals.
Original reporting: KTVZ (Central Oregon) — read the source article.
