McDonald’s launched its McValue menu in January amid a push to reclaim inflation-weary consumers. Fans are loving it, and it has driven in some incremental visits, at least according to a report Tuesday by Numerator. But the value-focused menu doesn’t seem to be driving in new customers.
The McValue menu expanded on the quick-service chain’s already popular $5 Meal Deals with Buy One, Add One offers for $1, and various app exclusives. The Numerator report, which surveyed about 400 verified McValue menu purchasers across the country, found that total household penetration for McDonald’s value offers peaked at the end of September—long before the McValue launch—and has steadily declined since.
Not surprisingly, about 42% of respondents said they ordered from the McValue menu because it offered a low-priced deal. But the majority of households (90%-plus) were already loyal to McDonald’s before the Meal Deal and McValue menus launched.
On the upside, however, about 90% of respondents who ordered from the McValue menu said they’d do it again.
Of those purchasing from the McValue menu, about half (48%) said the offerings made them choose McDonald’s over another fast-food brand. But 44% said they were going to McDonalds anyway and the value menu didn’t influence their choice. Only 8% said they weren’t planning to eat fast food at all, but the McValue offerings caused them to choose McDonald’s.
There were, however, variations by region.
In the Midwest, for example, 22% of McValue menu buyers said they chose McDonald’s over Taco Bell. In the Northeast, 23% chose McDonald’s McValue over Burger King and 21% did the same in the West. While in the South, 26% chose McValue over Chick-fil-A.
Survey respondents had mixed perceptions about McDonald’s value compared with other brands.
For example, 33% said they believed Subway offered more value than McDonald’s, and 32% said the same about Chick-fil-A and 31% about KFC.
On the other hand, 25% said both Chick-fil-A and Subway offered more value than McDonald’s, and 22% said the same about Taco Bell and KFC. And roughly two in five McValue menu buyers said value levels were about the same at Wendy’s, Burger King and Taco Bell.
When it comes to quality, however, 30% of McValue buyers said Taco Bell, with its Luxe Cravings Box, offered a better product. Surprisingly, 39% said McDonald’s quality was better than that of Chick-fil-A, as well as Subway (31%) and Arby’s, KFC and Wendy’s (all 25%).
What would those McValue buyers want McDonald’s to add to their offerings?
The top categories were more burgers (44%) and chicken sandwiches (35%), as well as breakfast (34%). Only 15% said they wanted more coffee options.
Numerator, which studies key metrics and shopping profiles for the retail and limited-service restaurant industry, also estimated that 87% of U.S. households visited McDonald’s in 2024, and the average customer spent $468 through the year and visited 55 times.
The Chicago-based fast-food chain also saw an 85% repeat rate for customers. In general, McDonald’s customers are more likely to be rural, low-income, Gen X or Boomers and they dine out more than four times a week.
Compared to all McDonald’s shoppers, McValue menu buyers were more likely to be Black (30%), low-income (15%), have children (15%) and Hispanic (14%).
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