McDonald’s is doubling down on affordability as it works to bring cost-sensitive customers back through its doors. Beginning Monday, the chain is reintroducing its Extra Value Meals—bundled combos that cost roughly 15% less than ordering the items individually. The offer hasn’t been available since before the pandemic.
The move reflects broader efforts across the fast-food industry to offset slower traffic in recent months, particularly as lower-income households cut back on dining out. McDonald’s has already tested a series of promotions over the past year, including a $5 value meal and a “buy one, get one for $1” deal last summer.
This latest rollout includes eight meal options built around some of McDonald’s most recognizable items: the Sausage McMuffin with Egg, Egg McMuffin, Sausage Egg and Cheese McGriddle, Bacon Egg and Cheese Biscuit, Big Mac, 10-piece Chicken McNuggets, any Quarter Pounder burger, and the McCrispy Sandwich.
To kick off the campaign, McDonald’s is spotlighting two specific bundles: a breakfast option featuring a Sausage McMuffin with Egg, hash brown, and small coffee for $5, and a Big Mac meal with fries and a drink for $8. Both will be available for a limited time.
According to CEO Chris Kempczinski, the strategy is designed to appeal not only to loyal app users but also to customers who may not typically engage with McDonald’s promotions. Speaking on CNBC’s Squawk Box, he acknowledged that lower- and middle-income consumers are feeling heightened financial pressure and represent a crucial part of the brand’s customer base.
That sentiment was echoed in McDonald’s second-quarter earnings call in early August, where Kempczinski noted that value-focused customers visit more frequently than higher-income groups, making them a vital demographic for the company’s long-term growth.
More deals are on the horizon. In November, McDonald’s will launch additional limited-time offers, such as a Sausage, Egg, and Cheese McGriddle meal for $5 and a 10-piece Chicken McNuggets combo for $8.
“Providing value and affordability is crucial for our customers,” said Joe Erlinger, president of McDonald’s U.S. operations. “I’m proud of how our franchisees and teams are delivering on that commitment.”