McDonald’s is testing new value bundles in the United States ahead of a planned nationwide value menu programme in early 2027, as the fast-food giant attempts to reverse a slowdown in customer traffic.
Chief executive Chris Kempczinski said the eight-week trial began in late October across about 1,900 restaurants in selected regions. It includes mix-and-match offers, allowing customers to choose from a range of items, alongside fixed-price bundles with a set combination of food.
One example of the type of offer being tested is a McChicken sandwich with small fries for $3.50, according to details disclosed during the company’s latest earnings call.
A separate group of franchisees representing roughly 4,000 restaurants has already begun introducing similar entry-level bundles, without waiting for the formal test results. Together, the participating restaurants account for more than 40% of McDonald’s US estate.
McDonald’s said the trials would help determine which offers appeal most to customers, are easiest for restaurants to operate and can generate additional sales for franchisees. The company intends to use the findings to shape the national rollout planned for the start of next year.
The push comes after US comparable sales fell 0.2% in the third quarter, covering July to September. It was the first decline at established US restaurants since early 2025, although the result was slightly better than the 0.5% fall analysts had expected.
McDonald’s has already introduced a series of value initiatives, including its $5 Meal Deal, the McValue menu and Extra Value Meals. However, the company acknowledged that its previous offers had not provided sufficiently attractive low-cost options, particularly for lower-income customers.
Only about 60% of US restaurants were offering the revamped McValue menu in August, highlighting the challenge of securing uniform participation among franchisees, who own the vast majority of McDonald’s restaurants in the country.
“Customers should see a clear and compelling value proposition every time they consider McDonald’s, whether they’re looking for an affordable individual item, a complete meal or a digital offer in the mobile app,” Mr Kempczinski said.
The company’s latest figures showed that traffic across the wider US fast-food sector fell 2.6% in the third quarter, as consumers faced continued pressure on household budgets. McDonald’s said renewed app promotions and increased support for value meals helped move its same-store sales back into positive territory in September and October.
The value strategy forms part of McDonald’s wider NEXT plan, announced in September, which includes $8.5 billion of support and investment through 2036. The programme covers restaurant refurbishments, technology, staff training and equipment intended to make future menu changes easier to introduce.
Hundreds of US restaurants are expected to be remodelled in 2027, with redesigned kitchen layouts and new equipment. McDonald’s is also introducing its “Make It Golden” training initiative as it seeks to improve service and the consistency of the customer experience.
