McDonald's is working to restore U.S. traffic momentum through a sharper value strategy after second-quarter 2026 U.S. comparable sales rose just 0.8%, below company expectations. The company said inconsistent value execution and weaker engagement among frequent customers weighed on visits, with value-related execution issues accounting for roughly two-thirds of the traffic shortfall. McDonald's is bringing back national digital flash offers, increasing personalized promotions for high-frequency users, and reallocating marketing dollars toward proven value platforms such as Extra Value Meals. The company is also working with franchisees to improve execution of its 10-items-under-$3 platform, where only 60% to 65% of the U.S. system was adhering to recommended pricing architecture. Shares of McDonald's have declined 14.6% in the past year, and the stock currently carries a Zacks Rank #3 (Hold).
McDonald’s CorporationU.S. comparable sales rose only 0.8%, below expectations, due to weak traffic and value execution issues
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