McDonald’s comeback plan: How it aims to bring back customers

In a bid to rejuvenate traffic among its budget-conscious consumers, McDonald’s is expanding its value menu offerings. Part of this comeback strategy includes creating a “more holistic U.S. value platform” starting as soon as next year. 

There has been weakness in the lower-income consumer for the better part of the last 18 to 24 months, according to Sara Senatore, senior restaurant analyst at Bank of America. 

The issue is “lower-income consumers do constitute a disproportionate amount of the customer base for McDonald’s,” Senatore told FOX Business, noting that the way to drive them back into restaurants “is through value.” 

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