• McDonald's is launching a nationwide discount on combo meals, standardizing savings at approximately 15% starting September 8.
  • The move, which includes limited-time offers like a $5 breakfast and an $8 Big Mac meal, is a direct response to declining traffic from lower-income households.
  • The company is subsidizing franchisees to ensure system-wide participation, betting that increased volume will offset thinner margins.

McDonald's is rolling out a broad price-cutting campaign next month, standardizing discounts on eight popular combo meals to approximately 15% below the cost of purchasing items separately. The initiative, which revives the “Extra Value Meals” branding, begins September 8 and will also feature limited-time deals including a $5 breakfast and an $8 Big Mac meal.

The move confirms a strategic pivot to reemphasize affordability after the fast-food giant faced mounting criticism over "combo creep," where bundled meal prices consistently exceeded $10. The decision comes as the company grapples with a marked decline in customer visits, particularly from households earning under $45,000. Industry data shows fast-food visits by these lower-income consumers fell by double digits in the second quarter of 2025, even as McDonald's U.S. same-store sales grew 2.5%, a gain driven almost entirely by higher prices.

To incentivize franchisee participation, corporate is offering to subsidize locations that see a negative impact on profits from the discounts, according to people familiar with the rollout. This cost-sharing mechanism is designed to ensure near-universal adoption of the new pricing across its system of over 13,000 U.S. restaurants. A company spokesperson confirmed the September 8 start date for the campaign but declined to comment on the specific financial arrangements with franchise owners.

The discounts place McDonald's in direct competition with rivals who have been aggressively courting value-conscious customers. Burger King and Wendy’s have recently run promotions with bundled meal discounts averaging between 15% and 16%. McDonald’s new pricing strategy aligns it with, or just slightly ahead of, these industry efforts, signaling an intensifying battle for market share in the value segment.

Analysts expect the discounts to provide a temporary boost to sales volume and improve the chain's competitiveness. However, the long-term effectiveness in sustaining traffic from budget-conscious customers remains uncertain, especially as broader economic pressures on mid- and lower-income households persist. The campaign is expected to be supported by a significant marketing push and, if successful, could remain in place into early 2026.