McDonald’s recent push with $5 Sausage McMuffin meals and $6 mix-and-match combos has not reversed declining customer visits in the US, the company confirmed this week. Despite aggressive marketing and new meal deals launched throughout the year, McDonald’s US growth has shrunk each quarter in 2026, with customer visits continuing to drop. The company’s shares have fallen 32% from their February peak, reflecting investor concern over the lackluster performance, according to fortune.com.
CEO Chris Kempczinski acknowledged in August that the rapid rollout of numerous menu items and deals overwhelmed restaurant operations and hurt service quality. Franchisees, who are being asked to invest $1 million per store for remodels and upgrades, expressed frustration with the strategy. Kempczinski defended the overall plan, attributing the poor results to execution issues rather than the concept itself. However, the recent quarterly report showed only 0.8% comparable sales growth in the US, a modest gain that contrasts sharply with Burger King’s 8.5% increase in the same period, fortune.com reported.
The underperformance highlights challenges McDonald’s faces amid inflationary pressures and intensified competition from rivals offering popular burgers and chicken sandwiches. The company’s aggressive deal strategy intended to lure back price-sensitive customers has not generated the expected traffic increases. The backlash from franchisees and operational strain suggest deeper issues beyond marketing tactics. This contrasts with Burger King’s resurgence, which has captured market share through a more focused menu and promotional approach, according to fortune.com.
McDonald’s next earnings release is scheduled for late October, when investors will assess whether the company’s recent adjustments to its menu and promotional strategy have improved US sales and customer visits. The company’s shares remain under pressure after the 32% drop from their February high, reflecting ongoing skepticism about its turnaround efforts, fortune.com noted.