McDonald’s is doubling down on affordability. Beginning September 8, 2025, the fast-food giant will launch new Extra Value Meals across the U.S., including a $5 Sausage McMuffin with Egg meal and an $8 Big Mac meal. The move comes as customers push back against rising fast-food prices, with McDonald’s aiming to win back budget-conscious diners nationwide.
What’s in the New Deals?
The new promotion features core favorites packaged at lower combo prices. For breakfast lovers, the $5 Sausage McMuffin with Egg meal comes with hash browns and a small coffee. At lunch or dinner, the $8 Big Mac meal includes medium fries and a drink. McDonald’s says these bundles offer savings of about 15% compared to ordering each item individually.
A Familiar Concept Returns
This isn’t McDonald’s first foray into value-focused menus. Earlier in 2025, the chain launched the McValue platform, which introduced “$5 Meal Deals” and other promotions. Seasonal additions like Snack Wraps, Daily Doubles, and Spicy McMuffins also emphasized value pricing. The new Extra Value Meals continue this strategy, keeping affordability front and center.
Why Now? Sticker Shock at the Counter
Fast-food prices have soared in recent years, with combo meals at some McDonald’s locations exceeding $15. Between 2019 and 2024, menu prices at U.S. fast-food restaurants jumped about 40%, squeezing lower-income families. McDonald’s acknowledges the perception problem: value-conscious customers are cutting back on visits. These $5–$8 meals are designed to counteract “sticker shock” and reinforce affordability.
A Value-First Strategy
McDonald’s says affordability is key to keeping loyal fans engaged. On its corporate site, the company stressed the importance of “providing meaningful value” to customers while balancing franchisee concerns. By rolling out value meals nationwide, the brand hopes to maintain relevance in a highly competitive fast-food landscape where rivals like Wendy’s and Taco Bell are also leaning heavily on value offerings.
Psychological Pricing Matters
There’s a psychology to the new price points. Research shows many consumers see $10 as a ceiling for fast-food purchases. By keeping the McMuffin meal at $5 and the Big Mac meal at $8, McDonald’s avoids crossing that threshold. The company hopes this “under $10” positioning will resonate with families and younger customers navigating tighter budgets.
Balancing Savings With Franchisee Costs
Behind the scenes, tensions have flared. Many McDonald’s franchisees, who face rising labor and food costs, initially resisted deep-discount promotions. To address concerns, McDonald’s agreed to offer subsidies if the value meals reduce store margins. The compromise highlights the delicate balance between corporate strategies and the financial realities of local operators.
Competitive Pressures Across the Industry
McDonald’s isn’t alone in chasing value-conscious customers. Rival chains like Wendy’s, Burger King, and Taco Bell have all rolled out their own value meal deals in recent months. With inflation still squeezing household budgets, the battle for “value leadership” could spark a new fast-food price war—something that hasn’t been seen at this scale since the early 2000s dollar menus.
Will It Pay Off?
Past attempts at deep-discount meals haven’t always been successful. In 2024, McDonald’s tested a $5 meal deal after sales fell, but analysts questioned its long-term profitability. Still, the company has repeatedly emphasized its focus on affordability in both 2024 and 2025. The new nationwide rollout may signal stronger confidence that lower prices will drive enough traffic to offset slimmer margins.
Looking Ahead
McDonald’s latest move to add $5 McMuffin meals and $8 Big Mac meals nationwide underscores the importance of affordability in today’s market. By targeting price-sensitive customers, the company is doubling down on value while managing internal franchisee concerns. Whether this sparks renewed loyalty or ignites an industry-wide price war remains to be seen. What’s clear is that the fight for fast-food value leadership is back on the menu.
