McDonald's makes a bold move to win back budget-conscious diners
By Celine Provini
Published on March 13, 2026.
McDonald's CEO, Chris Kempczinski, has made a bold move to win back budget-conscious diners. He highlighted a "two-tier economy" that is changing how people eat, with low-income consumers dropping by double digits and higher-income customers performing well. McDonald's has launched new value offerings, including a $5 Sausage McMuffin with Egg Meal, and new $4 breakfast meals. The fast-food chain's Value score fell from 25.2 in 2019 to a low of 9.2 by August 2024, according to a 2025 YouGov report. McDonald’s also plans to launch new deals and discounts starting April.
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