McDonald's boosts third quarter sales by emphasizing value but warns
customers remain pressured
[November 06, 2025] By
DEE-ANN DURBIN
McDonald’s sales got a lift from Snack Wraps and other value-oriented
products in the third quarter.
But McDonald’s Chairman and CEO Chris Kempczinski warned Wednesday that
consumers in the U.S. and other top international markets remain under
economic pressure, a problem he thinks will persist well into 2026.
Concern about SNAP food aid benefits and whether the U.S. government
will pay them during the shutdown is exacerbating those worries, he
said.
Kempczinski said U.S. visits to fast food restaurants by lower-income
consumers fell again in the July-September period, a trend that has
persisted for nearly two years. And while higher-income customers are
continuing to dine out, they're also looking for deals.
“I think sometimes there’s this idea that value only matters to
low-income (customers). But value matters to everybody,” Kempczinski
said on a conference call with investors. “Feeling like you’re getting
good value for your dollar is important.”
As a result, McDonald's is leaning heavily into discounts. It launched
Extra Value Meals in the U.S. in early September, piling those on top of
other deals, including its McValue menu, which was introduced in
January. In Australia, McDonald's said it locked in pricing on its value
items for 12 months starting in July, which lifted store traffic.
U.S. restaurant sales got a boost in July when Snack Wraps returned
after a nine-year absence. McDonald's said Snack Wraps were the most
popular new chicken product in recent U.S. history, with 20% of
customers buying one in the first month they were on sale. The $2.99
Snack Wraps also appealed to value-conscious consumers, Kempczinski
said.
McDonald's global same-store sales, or sales at locations open at least
a year, rose 3.6% for the July-September period. That was slightly ahead
of Wall Street’s forecast of 3.5%, according to analysts polled by
FactSet.
Same-store sales rose 2.4% in the U.S. in the third quarter.
The deals are costly for McDonald's. Chief Financial Officer Ian Borden
said the company agreed to pay its U.S. franchisees half the cost of the
price reduction in Extra Value Meals, which cost $15 million in
September and will amount to $75 million in the fourth quarter.
McDonald's also kicked in $40 million to support marketing of the Extra
Value Meals.
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McDonald's restaurant signs are shown in in East Palestine, Ohio,
Feb. 9, 2023. (AP Photo/Gene J. Puskar, File)
 That's cutting into its profit.
McDonald's net income rose 1% to $2.28 billion in the third quarter.
Adjusted for one-time items, including $39 million in restructuring
charges, McDonald’s earned $3.22 per share. That was lower than the
$3.33 analysts forecast.
Third quarter revenue rose 3% to $7.08 billion, the Chicago company
said. That was in line with Wall Street’s expectations.
McDonald’s shares were up 3% in early afternoon trading Wednesday.
Kempczinski said he doesn't see demand from households making less
than $45,000 per year returning unless those consumers start to feel
some relief in the cost of nondiscretionary items like food prices,
child care and rent.
“There’s some significant inflation there that the low-income
consumers are having to absorb, and I think that’s affecting their
outlook and their sentiment,” he said.
Value perception appeared to be a critical for U.S. restaurants in
the third quarter. Higher-priced fast casual chains Cava and
Chipotle both reported weaker-than-expected results.
Chipotle CEO Scott Boatwright said young adults, in particular, are
facing multiple headwinds, including unemployment, increased student
loan repayment, and slower real wage growth. Boatwright said
Chipotle plans a new ad campaign to spotlight its fresh ingredients
and portions at a reasonable price.
“Despite our extraordinary value proposition, we are seeing examples
where this is not reflected in consumer perception,” Boatwright said
last week in a conference call with investors.
Value-oriented Taco Bell bucked that trend. Taco Bell parent Yum
Brands said Tuesday that Taco Bell’s same-store sales rose 7% in the
third quarter, driven by value items like its $3 Grilled Steak
Burrito.
“We’re not seeing consumer pullback in the Taco Bell business. We do
think the consumer in the U.S. is cautious but incredibly
resilient,” Yum Brands CEO Chris Turner said. Turner said the brand
saw more younger consumers and more families coming in to its stores
in the third quarter.
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