Powerful Rebound as McDonald’s Menu, Marketing & Value Drive Q2 Turnaround

McDonald’s has delivered a strong second-quarter rebound by combining menu innovation, bold marketing, and value pricing to win back customers globally. CEO Chris Kempczinski emphasized the company’s “three-for-three” strategy—menu innovation, standout marketing, and compelling value—as essential to outperform in today’s challenging economy.

How is the McDonald’s menu transforming performance in 2025?

McDonald’s menu innovation lies at the heart of its recovery. This quarter saw the permanent return of the fan-favorite Snack Wrap, priced at $2.99, available in Spicy and Ranch flavors—an offering brought back after nearly nine years, driven by persistent consumer demand and strong franchisee support. The move aligns with the chain’s broader McValue platform, anchored by budget-friendly items like the $5 Meal Deal and Buy One Get One for $1 promotions.

The introduction of McCrispy Strips and new beverage concepts tailored to Gen Z, including dirty sodas, cold brews, and fruit-flavored refreshers, further diversified the menu and helped McDonald’s win high-margin customer spend.

Why does menu excellence matter for McDonald’s success?

Delivering appealing menu offerings isn’t just about novelty—it’s a strategic advantage. McDonald’s global comparable sales rose 3.8%, its strongest growth in nearly two years. In the U.S., same-store sales climbed 2.5%, reversing earlier declines.

CEO Chris Kempczinski credited menu innovation with driving this momentum, stating that sales growth this quarter was a direct result of executing what matters most to customers—value, innovation, and relevance.

The return of the Snack Wrap, a popular and affordable indulgence, resonated strongly with budget-conscious diners, especially after prior pricing changes had reduced traffic from lower-income households.

What role did marketing and promotions play in the rebound?

McDonald’s global marketing efforts played a pivotal role. A promotional tie-in with a popular movie franchise helped drive record campaign performance, with collectibles selling out in over 100 countries within two weeks and boosting in-store traffic.

Aggressive advertising of the Snack Wrap and other value deals reinforced the perception that McDonald’s is both affordable and exciting. These efforts improved consumer sentiment across key demographics, particularly among cost-conscious families and young adults.

What financial results underline the turnaround?

McDonald’s reported impressive Q2 2025 results:

• Revenue increased 5% year-over-year to $6.84 billion

• Adjusted EPS rose to $3.19, beating analyst expectations

• U.S. same-store sales grew by 2.5%

• Global comparable sales climbed 3.8%

• Net income rose approximately 11% year-over-year

The strong performance marked a clear turnaround from a weaker first quarter, restoring investor confidence and driving a notable stock price increase.

Why is the value pillar so critical in today’s market?

Economic headwinds such as inflation and higher living costs have strained consumer budgets, particularly for households earning under $45,000 annually. McDonald’s experienced sharper foot traffic declines among this group earlier in the year.

To regain momentum, the company leaned into value-driven offerings like the $5 Meal Deal, Buy One Get One deals, and the return of low-cost favorites like the Snack Wrap. These strategies have helped restore McDonald’s appeal as a go-to option for affordable dining.

What’s next for McDonald’s strategy?

Looking forward, McDonald’s will continue its focus on strategic growth through:

• Expanding late-night service hours at most U.S. locations

• Opening approximately 2,200 new global units in 2025

• Testing premium drink offerings like cold brews and dirty sodas in select markets

• Enhancing its digital experience through mobile ordering and loyalty programs

CEO Chris Kempczinski reiterated that technology will continue to play a central role in elevating customer and crew experiences across all locations.

The results are clear: McDonald’s is back on track. Its “three-for-three” strategy—combining menu innovation, effective marketing, and compelling value—is driving measurable growth. With a clear roadmap ahead, McDonald’s is well-positioned to sustain its momentum into the second half of 2025.

You Must Know

1. What new menu items helped McDonald’s grow in Q2 2025?
McDonald’s introduced McCrispy Strips and brought back Snack Wraps at $2.99. It also announced upcoming drink innovations aimed at younger consumers.

2. How did McDonald’s improve its U.S. sales?
Through value-focused promotions and strategic marketing, same-store sales in the U.S. rose 2.5% after a prior quarter decline.

3. What is the “three-for-three” strategy at McDonald’s?
The strategy focuses on excellence across three pillars: menu innovation, marketing execution, and value pricing.

4. Why are value meals important for McDonald’s?
Value meals help attract and retain budget-conscious customers, especially amid economic uncertainty and inflation.

5. What are McDonald’s expansion plans for 2025?
The company plans to open over 2,200 new stores globally and expand its late-night operations in the U.S.