Starbird founder Aaron Noveshen told FOX Business that the chain is redefining fast food with high-quality ingredients.
McDonald’s is no longer playing chicken with the competition.
On Thursday, the fast-food giant announced the full lineup of its revised McValue menu, marking a move away from the high prices that have alienated its middle-class customer base.
Starting April 21, the world’s largest hag is introducing a regular, nationwide McValue menu with 10 items under $3 and a new $4 breakfast bundle. The new strategy prioritizes “predictable everyday low prices” over complex, app-only digital coupons, aimed at benefiting commuters and shift workers who rely on the Golden Arches as part of their daily routine.
“For generations, McDonald’s has been committed to delivering great value that our fans can count on,” McDonald’s USA Chief Marketing and Customer Experience Officer Alyssa Buetikofer said in a press release. “As our customers’ expectations evolve, we make it easier for them to get the value they want – on their terms. McValue offers more choice, more flexibility and more ways to create meals that fit their day and budget.”
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Donations as low as $3 will be available in stores every day, and throughout the year, McDonald’s will highlight select entrants’ favorites at low prices for a limited time nationwide. To start, the Sausage McMuffin will cost $1.50, and the McDouble will cost $2.50.
Customers using the touchscreen kiosk ordering system inside McDonald’s, Washington Avenue, Miami Beach, Florida. (Getty Images)
Breakfast customers have options for a $4 meal deal, including a sausage McMuffin or a biscuit served with a hash brown and small coffee.
McDonald’s will continue to offer its $6 lunch deals, announced last year, which come with four pieces of Chicken McNuggets, small fries and a small fountain drink.
“The value at McDonald’s is not temporary – it’s a journey we’ve been building together over time,” said store owner and OPNAD Chairman Scott Rodrick. “This next evolution of McValue builds on what fans already love, and as franchises, we’re excited to offer fans more options that fit their lifestyles, routines and budgets.”
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The fast food industry is currently engaged in a so-called “CEO war,” in which big players like Wendy’s, Taco Bell and Burger King are aggressively cutting prices to capture dwindling discretionary spending as US inflation remains above the Federal Reserve’s target rate.
Fox News previously reported that McDonald’s prices have increased significantly after the pandemic, and millennials in particular are talking on social media about how much the cost of the menu has increased since their childhood.
A social media user shared a risqué photo of a McDonald’s feast once cost about $12 total – with medium fries for 99 cents, a cheeseburger for 79 cents and a Big Mac for $1.85. The document also stated that a Filet-O-Fish sold for $1.29 in 1991 and a medium drink for 89 cents.
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The company used the money for its $5 meal deal, various holiday promotions and the renewal of the Monopoly sweepstakes. The strategy seemed to work, as US sales up 6.8% in the fourth quarter — the biggest jump in two years — as lower-priced offerings and aggressive promotions drove traffic back to restaurants. Analysts had expected a gain of 4.9%.
McDonald’s recently ranked number 10 on the annual Entrepreneur’s Franchise 500 list, which analyzes costs, fees, size, growth, support, product strength and financial stability. The 2026 report marks McDonald’s first Top 10 appearance since 2020, when it ranked No. 3. The chain is ranked No. 22 in the 2025 rankings.
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