McDonald's shares a simple plan to win back US, global customers

MCD -0.19%

Americans have cut back on the restaurant spending.

"Although dining out remains a staple for Americans, economic pressures have madeconsumers more cost conscious. Seven in ten consumers say they eat out at leastonce a month, yet more than a third report doing so less frequently compared to lastyear, citing rising costs and a greater need to save financially," Nora Hao, YouGov America's senior sales director shared in U.S. Dining Report 2025.

The report shared some disheartening facts along with some encouraging ideas:

• More than half of U.S. diners say they have altered their dining preferences with a view to saving money.

• Of these, 60% say they are choosing cheaper restaurants, while 53% say they look to use discounts or coupons to cut costs.

• Most U.S. diners agree that discounts in one form or another can incentivize them to visit restaurants more often. Buy One, Get One offers can be especially attractive.

• Three in 10 Americans dine out at least once a week.

• 38% dine out at least once a month but less often than once a week.

• One in five dine out less often than once a month (20%).

• Less than a tenth say they never eat out.

"Eight in 10 American diners feel restaurant prices have risen in the past 12 months," according to the report.

That matches some real-world behavior changes McDonald's has seen.

McDonald's sees its customer base change

"In the U.S., we continue to see a bifurcated consumer base with QSR traffic from lower income consumers declining nearly double digits in the third quarter, a trend that's persisted for nearly 2 years. In contrast, QSR traffic growth among higher income consumers remained strong, increasing nearly double digits in the quarter," McDonald's CEO Christopher Kempczinski shared during McDonald's third-quarter earnings call.

More Restaurants 

• Popular pasta chain closing dozens of restaurants

• Major restaurant chain’s $10.99 burger deals McDonald’s, Wendy’s blow

• McDonald’s is following Wendy’s by closing restaurants

• Regional Mexican restaurant abruptly closes all locations

The fast-food giant sees financial pressure in its home market and around the world.

"We continue to remain cautious about the health of the consumer in the U.S. and our top international markets and believe the pressures will continue well into 2026," he added.

McDonald's struggles are relative

While Kempczinski has talked about the chain's difficulties, its results are still strong.

• Global comparable sales increased 3.6%, with broad-based growth across all segments.

• Global Systemwide sales were over $36 billion for the quarter, an increase over prior year of 8%.

• Systemwide sales to loyalty members across 60 loyalty markets were approximately $34 billion for the trailing 12-month period and over $9 billion for the quarter.

• Global comparable sales increased 3.6%. U.S. increased 2.4%. International Operated Markets increased 4.3%. International Developmental Licensed Markets increased 4.7%. Source: McDonald's Investor Relations

McDonald's leans into value

Given the financial uncertainty in the U.S. and around the world, Kempczinski made his company's focus very clear.

"Delivering industry-leading value is part of McDonald's DNA. It's a foundational expectation of our brand to bring consumers through our doors and keep them coming back. And especially in today's difficult macro environment, it's more important than ever," he said.

Prices, however, are not the only factors that bring consumers in.

"Our performance is anchored in our Accelerating the Arches business strategy and exceptional execution to provide the value our customers want for the food they love. Our combination of great tasting menu innovation, exciting marketing and reliable value and affordability succeeded in a highly challenged consumer environment and drove traffic share gains in a majority of our top markets," he added.

NRA: Consumers want value

“In 2025, the meaning of ‘value’ to the dining consumer will extend beyond price to include a mix of experience, hospitality and affordability,” the NRA said in a press release. “Research highlights that welcoming environments and socialization are key motivators for consumers.”

The trade association shared some encouraging news in its 2025 State of the Restaurant Industry report.

• Restaurant operators are cautiously optimistic about business conditions, but competition will remain strong. More than eight in 10 operators expect their 2025 sales to be either higher or about the same as in 2024. At the same time, restaurant operators expect competitive pressures to intensify in 2025.

• The restaurant industry continues to provide employment opportunities. In 2025, the industry is expected to add approximately 200,000 new jobs, bringing the total workforce to 15.9 million employees. The industry will remain the nation's second-largest private-sector employer.

• Consumers have pent-up demand for restaurant meals. Consumers report they would use restaurants more frequently if they had the money, and this sentiment cuts across all segments: from on-premises dining at table-service restaurants (81%); to visiting quick-service restaurants, snack places, delis, or coffee shops (76%); to having food delivered at home (82%).

Market conditions actually favor McDonald's.

“Restaurants continue to report weak consumer spending, although full-service restaurants are outperforming most other categories. Consequently, we anticipate a more competitive promotional environment in 2H25, which should favor the largest chains,” a Stifel analyst said, Investing.com reported.

Related: 49-year-old pub chain closed over 250 restaurants, only 21 left

This story was originally published by TheStreet on Nov 29, 2025, where it first appeared in the Restaurant section. Add TheStreet as a Preferred Source by clicking here.