McDonald’s Expands Value Meal Menu in Support of Low-Income Consumers
McDonald’s is making waves in early September with the re-introduction of its Extra Value Meals, set to launch nationwide on September 8, 2025. This decision aligns with a larger effort to regain low and middle income customers amid rising concerns over affordability.
Discounts on Fan Favorites
The value meals bundle popular items and offer around 15% savings compared to ordering components à la carte. For example, a $5 Sausage McMuffin with Egg meal includes hash browns and coffee, while the $8 Big Mac meal comes with fries and a drink.
Eight Different Meals for Every Occasion
McDonald’s has curated eight meal options spanning breakfast, lunch, and dinner, including everything from Egg McMuffins and McGriddles to Chicken McNuggets and McCrispy sandwiches. It’s a value-centric lineup meant to appeal to diverse tastes throughout the day.
Some Exceptions
Although the value deals launch nationwide, some states, including California, Alaska, Hawaii, and Guam, may see prices about $1 higher for certain meals. Franchisee policies still play a role in local pricing.
A Smart Strategy
This move is part of a multi-level “value-first” strategy, following earlier changes like the $5 Meal Deal, McValue platform, and “buy one, add one for $1” offers. The Extra Value Meals signal that McDonald’s is doubling down on affordability at the core of its menu, acknowledging that a large portion of its customer base is lower and middle-income consumers
Subsidizing Affordability
Rolling out these discounted bundles wasn’t without tension. Franchisees raised concerns over the pressure they are under to make profit margins. In response, McDonald’s reportedly agreed to subsidize potential losses to ensure the meals remain competitively priced through early 2026.
Price Increases and Slowdown
Fast-food pricing has surged: average meal costs, especially in cities like San Francisco and New York, have exceeded $11 or even $13, driven by inflation, labor, and supply costs. These new value offerings aim to counteract declining traffic through a difficult economy
Psychology of Price Points
Industry experts say consumers react strongly to meals priced below $10, making the $5 and $8 tiers psychologically powerful. Maintaining affordability without sacrificing convenience has become a critical balancing act for fast-food chains, especially as they compete against fast-casula dining options.
What’s Next?
Looking ahead, McDonald’s plans fresh value entries later in 2025: $5 Sausage, Egg & Cheese McGriddles and $8 10-piece Chicken McNuggets Meals, launching in November. Additionally, the much-anticipated and highly popular Snack Wrap is back at $2.99 through year’s end.
Conclusion
Overall, McDonald’s return of Extra Value Meals underscores its recognition that price perception matters as much as pricing itself. This change comes as fast food chains battle it out for the low-income customers who are spending less money on dining out.
