Something’s sizzling again at McDonald’s, and this time it’s not just the fries. After a rocky start to the year, early Q2 data shows signs that the burger giant is getting back on track. U.S. same-store sales rose 2.5%, and global comps jumped 3.8%, showing that recent value-driven moves may finally be paying off.
This is a sharp contrast to what happened just a few months earlier. In Q1, McDonald’s reported an unexpected 3.6% drop in U.S. same-store sales, their worst decline since 2020. Guest traffic was down, particularly among low- and middle-income diners who’ve been more sensitive to fast-rising prices. Breakfast also softened, dragging down overall performance.
But by spring, the company’s tone had shifted.
In April and May, McDonald’s rolled out new offers aimed at rebuilding value perception. There was the “Buy One, Add One for $1” promo, Free Fries Fridays with any $1 app order, and the return of a revamped $5 Meal Deal. These offers hit just in time. Placer.ai reports that foot traffic ticked up about 0.8% in Q2 after falling earlier in the year.
So what changed? It wasn’t just about price tags. It was about trust.
After several years of steady price hikes (around 40% since 2019), many diners began questioning whether McDonald’s was still a go-to for affordable comfort food. Combo meals got pricier. Dollar menus quietly disappeared. That’s when people started walking away.
But now, with more transparent offers and sharper pricing, those same guests are starting to come back. Analysts say this rebound shows McDonald’s still has brand power. They just needed to remind people what made them loyal in the first place.
The rebound may also be helped by nostalgia-driven product launches. The return of the snack wrap in certain markets stirred real buzz, helping boost traffic in tandem with ongoing deals. It’s a recipe McDonald’s knows well. Make it affordable. Make it fun. And don’t overcomplicate it.
As the second half of the year kicks off, it looks like McDonald’s is finding its rhythm again. Value is back in the spotlight, and diners are responding.
