From Affordable Meal to Out-of-Budget Luxury: How McDonald’s Saw Its Lower-Income Audience Disappear

Written by Felipe Alves da Silva

Published on 12/08/2025 at 09:02

Queda de mais de 10% na frequência de clientes de baixa renda preocupa o McDonald’s nos Estados Unidos.

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McDonald’s Faces Significant Decline in Low-Income Customer Presence in the United States

Between 2019 and 2024, average menu prices rose by about 40%, a pace above U.S. inflation. The increase affected even iconic items like the Big Mac, making them less accessible for families and low-income workers.

This change altered the perception of the chain among price-sensitive consumers, who previously viewed McDonald’s as a practical and economical option. Today, for many, a meal at the chain has stopped being a convenience and has become an avoided expense.

Market research points to a double-digit decline in the frequency with which these consumers visit fast-food chains, a trend that extends beyond McDonald’s.

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Promotional Strategies to Counter the Decline

To try to win back this audience, the chain launched the McValue menu, with meals priced at $5, along with combos with additional items for $1 and snacks under $3. These offers have been maintained for over a year in different regions of the country.

The measure brought partial results: global sales rose by 3.8% in the second quarter, and in the United States, the increase was 2.5% at the same stores. However, the rise was mainly driven by middle and high-income customers.

In other words, despite the efforts, the low-income audience has not yet resumed its frequency at the chain’s restaurants.

Challenge Beyond Promotions

The current scenario reflects a structural challenge: high-income consumers maintain their habits, while low-income individuals reduce spending on dining out. This contraction particularly affects sectors that previously relied on competitive pricing and high sales volume.

According to experts, McDonald’s will need to rethink its balance between profit margin and value perception, considering rising costs and the stagnant income of millions of Americans.

According to the Financial Times, part of this pressure comes from the brand’s own strategy of passing operational costs onto the final consumer, which may widen the gap between the brand and its historically most loyal audience.

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The information was released by international agencies such as AFP and by outlets like Financial Times and O Antagonista, which highlight the impact of inflation and changes in consumer behavior in the fast food sector.

McDonald’s maintains a robust presence and global recognition, but the continuation of this decline in frequency among low-income customers raises alarms about more permanent changes in the U.S. market.

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From Affordable Meal to Out-of-Budget Luxury: How McDonald’s Saw Its Lower-Income Audience Disappear

McDonald’s Faces Significant Decline in Low-Income Customer Presence in the United States

Promotional Strategies to Counter the Decline

Challenge Beyond Promotions

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From Affordable Meal to Out-of-Budget Luxury: How McDonald’s Saw Its Lower-Income Audience Disappear

McDonald’s Faces Significant Decline in Low-Income Customer Presence in the United States

Promotional Strategies to Counter the Decline

Challenge Beyond Promotions

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