McDonald’s is extending its popular $5 value meal beyond its initial four-week trial period in most U.S. markets, responding to increased traffic and positive feedback from customers. Nearly every business unit, accounting for 93% of its restaurants, voted to keep the promotion running past its original end date this month. The majority of locations will extend through August, with some still planning to vote on the extension.
The $5 value meal, which launched on June 25, includes a McChicken or McDouble, four-piece chicken nuggets, fries, and a drink, offering a substantial discount compared to purchasing the items individually. Executives Myra Doria, national field president, and Tariq Hassan, U.S. chief marketing and customer experience officer, noted in a memo obtained by CNBC, “Our message is resonating with our millions of customers. When our customers are ordering the $5 Meal Deal, they aren’t visiting the competition, and early performance shows this deal is meeting the objective of driving guests back to our restaurants.”
This move comes as fast-food chains, including Burger King, Wendy’s, Taco Bell, and Starbucks, compete to attract value-conscious consumers amid rising prices. McDonald’s hopes to sustain growth by increasing guest counts, a strategy supported by Coca-Cola, which contributed marketing funds to make the initial value offer more appealing for franchisees.
With the company set to report earnings on July 29, the extension of the $5 value meal reflects a strategic effort to boost sagging traffic and counter inflation-fueled price hikes, especially among lower-income diners. McDonald’s declined to comment further on the promotion’s success and future plans.
