McDonald’s (MCD) recently saw a glimmer of hope over the past three months, after its sales decreased for several financial quarters amid consumer backlash over inflated menu prices.
In McDonald’s second-quarter earnings report for 2025, the company noted that its U.S. sales increased by 2.5% year-over-year, while overall revenue spiked by 5%.
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However, recent data from Placer.ai found that average customer visits per McDonald’s location remained flat during the quarter.
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The increase in sales comes after McDonald’s has ramped up efforts to win back customers by focusing on value and affordability. Last summer, it launched its $5 Meal Deal. Then, earlier this year, it introduced its McValue menu, which introduced its Buy One, Add One for $1 deal and a new burger meal deal called Daily Double.
McDonald’s also recently added Snack Wraps back to menus and made McCrispy Strips a permanent menu item.
In May, the fast-food giant even extended the hours of its locations, with many now open 24/7 and others open past midnight.
Image source: Lauren DeCicca/Getty Images
McDonald’s CEO issues stern warning about customer behavior
During an earnings call on Aug. 8, McDonald’s CEO Chris Kempczinski said that despite increased consumer momentum surrounding its new value offerings and menu changes, it is still losing low-income consumers while gaining middle- and high-income customers.
“The U.S. remained challenging as visits across the industry by low-income consumers once again declined by double digits versus the prior year period,” said Kempczinski. “Reengaging the low-income consumer is critical as they typically visit our restaurants more frequently than middle- and high-income consumers.”
He said low-income consumers are facing macroeconomic pressures, which are causing them to purchase fewer menu items, skip meal occasions or eat at home.
“With the low-income consumer, despite improvements in wage gains, real incomes are down,” said Kempczinski. “That absolutely is going to put pressure on visits into the QSR industry. Second thing is there is a lot of anxiety and unease with that low-income consumer. I think we could all speculate the reasons for that, probably tariffs and the impact that that might have, questions around employment situation.”
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Kempczinski also said that McDonald’s breakfast sales are under pressure as consumers cut back their spending.
“The breakfast daypart is the most economically sensitive daypart because it’s the easiest daypart for a stressed consumer to either skip breakfast or choose to eat breakfast at home,” said Kempczinski.
Many consumers nationwide have indeed been scaling back fast-food purchases as prices rise for everyday goods.
According to KPMG’s Consumer Pulse Summer 2025 report, 69% of U.S. consumers in the survey said they eat at home more often rather than dining out, and 85% said that saving money was the main reason for this decision.
McDonald’s has a plan to attract frugal customers
To help reverse this major shift in customer behavior, McDonald’s is relying on its loyalty program and McValue menu, which both allow customers to purchase menu items at lower prices, to boost sales.
Kempczinski said that roughly 50% of the fast-food chain’s customers take advantage of these offers, and those who don’t may develop a negative perception of McDonald’s prices.
“Today, too often, if you’re that consumer, you’re driving up to the restaurant and you’re seeing combo meals (that) could be priced over $10, and that absolutely is shaping value perceptions in a negative way,” said Kempczinski. “So we’ve got to get that fixed.”
He also said that it can be beneficial for the company to further roll out nationally advertised price points for menu items, which can also help attract more customers since “their value perceptions are most influenced” by “core menu pricing.”
“I think there still is absolutely a need and a benefit for having nationally advertised price points,” said Kempczinski. “And we know that when you have a nationally advertised price point, it drives significantly more incrementality than if everybody is off sort of doing their own pricing, which is what we’re doing with the Snack Wrap, the $2.99.”
McDonald’s sales currently face a major threat
McDonald’s recent customer struggles come after it faced a nationwide weeklong boycott in June, which was organized by The People’s Union USA.
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The group organized a McDonald’s boycott due to frustrations over the fast-food chain allegedly paying less taxes than its employees. The People’s Union USA also took issue with McDonald’s dramatic price increases, anti-union tactics, exploitation of global supply chains and environmental loopholes, and its weak support for diversity, equity, and inclusion.
In June, the number of customers that visited McDonald’s stores declined by 2% year-over-year, according to recent data from Placer.ai.
McDonald’s sales once again face a significant threat, as The People’s Union USA kicked off another boycott of the fast-food chain, which started on Aug. 1 and will last until the end of the month.
Related: Chick-fil-A angers customers with major change in stores
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