The golden arches are gearing up for battle. After months of criticism over rising prices, McDonald’s is making a bold move to win back customers and keep rivals like Burger King and Chipotle on their toes. For the first time since 2019, the fast food giant is reintroducing its Extra Value Meals — a strategy designed to remind customers that McDonald’s can still deliver a deal.
A comeback designed for tough times
The new campaign kicks off on September 8, rolling out eight different combo options that feature fan favorites. From the iconic Big Mac and 10-piece Chicken McNuggets to breakfast staples like the Sausage McMuffin with Egg, customers will once again be able to order a full meal at a set price.
Breakfast options include hash browns and coffee, while lunch and dinner meals are paired with medium fries and a medium drink. The company says these meals will cost 15 percent less than buying the items separately — a crucial saving at a time when food prices continue to soar.
To sweeten the deal, two of McDonald’s biggest sellers are launching at even steeper discounts. The Sausage McMuffin with Egg combo will go for just $5, while the Big Mac combo will cost $8.
The return of Extra Value Meals will be available at most McDonald’s franchises and company-owned stores across the U.S., signaling the brand’s push to reassure customers who have grown wary of high fast food prices.
McDonald’s fights back against criticism
Over the past year, McDonald’s has become the poster child for fast food inflation. Viral social media posts of Big Mac meals priced as high as $18 sparked outrage among customers, many of whom said they felt priced out of what was once considered the cheapest way to eat on the go.
Danielle Marasco, chairman of the National Franchisee Leadership Alliance, defended the new push, saying, “Bringing back Extra Value Meals reflects the company and franchisees’ shared commitment to offering everyday affordable prices. We’re working together to keep the menu items our customers love affordable for everyone in the communities we serve.”
But whether this move will be enough to win back customers remains to be seen. Many diners remain skeptical, with some pointing out that even a $5 meal no longer stretches as far as it used to.
A slump in sales sparks action
The fast food industry as a whole has been struggling. Visits to quick-service restaurants in the U.S. are down 2.7 percent this year, according to Black Box Intelligence. McDonald’s has been feeling the pinch as well, reporting a rare 3.6 percent decline in U.S. sales between January and March.
The company quickly shifted gears. A $5 McValue Meal deal, the introduction of new menu items like McCrispy Strips, and a clever tie-in with the Minecraft movie helped the chain bounce back. Between April and June, U.S. sales rose by 2.5 percent, boosted further by longer operating hours and a massive hiring push — the biggest since 2020.
McDonald’s also tapped into nostalgia, briefly bringing back its beloved Snack Wraps and rolling out themed bundles like the McDonaldland Meal, reminding fans why the brand still dominates global fast food.
And the company has no plans of slowing down. McDonald’s aims to open 900 new U.S. locations by 2027, while also modernizing restaurants with new digital features.
The rivalry with Burger King heats up
Despite its dominance, McDonald’s recently earned the unwelcome title of America’s least favorite fast food chain, according to one survey. That reputation has created an opening for rivals, most notably Burger King.
Burger King has been on the offensive this summer with its “Whopper By You” platform — a direct challenge to McDonald’s McValue meals. The burger chain also launched the Crispy Onion Whopper on August 20, a limited-time menu item that quickly generated buzz among fans.
Like McDonald’s, Burger King also stumbled in the first quarter with a 1.3 percent decline in U.S. sales, surprising analysts who had expected stronger numbers. But the chain roared back in the second quarter, posting a 1.5 percent increase thanks to its Whopper promotions and limited-time menu deals.
The renewed rivalry between the two burger titans is setting the stage for a heated battle this fall, with each company betting that value-driven promotions will be the key to keeping customers coming back.
Chipotle joins the fray
It’s not just the burger giants vying for customers’ attention. Chipotle is stepping back into the spotlight by bringing back Carne Asada, a limited-time favorite that has long been one of the most-searched menu items across all national restaurant chains. The Mexican fast-casual powerhouse launches its offering tomorrow, adding more fuel to an already crowded fast food marketplace.
Public reaction: Excitement and skepticism
For many loyal McDonald’s customers, the return of Extra Value Meals feels like a long-overdue step in the right direction. Social media is buzzing with users saying they’re eager to grab a Big Mac combo without breaking the bank. Some even called the deal “a lifesaver” for families struggling with grocery bills.
But not everyone is convinced. Critics argue that the chain has only itself to blame for losing the trust of budget-conscious diners. “It’s nice they’re bringing back value meals,” one frustrated customer wrote online, “but when you’ve been charging $18 for a Big Mac meal, it’s hard to believe you care about affordability.”
Industry experts warn that McDonald’s faces a delicate balancing act. Slashing prices too steeply could hurt profits, while doing too little might leave customers turning to competitors.
What comes next in the fast food wars
With fall approaching, the stage is set for a fierce showdown. McDonald’s is banking on nostalgia and affordability to reclaim its spot as the go-to fast food stop for American families. Burger King is leaning into creativity with new Whopper variations, while Chipotle is betting on customer demand for premium limited-time offerings.
As inflation continues to bite, Americans are becoming more selective about where they spend their dining dollars. For the fast food giants, it’s not just about who has the best burger or burrito — it’s about who can deliver the best deal without losing credibility.
For McDonald’s, the return of Extra Value Meals is more than just a promotion. It’s a test of loyalty, a chance to prove that the brand can still balance affordability with its role as the leader of the fast food world.
Whether that gamble pays off may well decide who wins the fast food wars this year.
