McDonald's Q2 Sales Jump 3.8%

story

AUG 7

Above: A McDonald's restaurant in Richmond, California, on Aug. 2, 2025. Image copyright: David Paul Morris/Bloomberg/Getty Images

story last updated AUG 7

The Spin

Narrative A

McDonald's turnaround proves value pricing works when done right. The $5 meal deal and dollar add-on program hit different customer segments perfectly, driving traffic back after quarters of decline. The Minecraft promotion was genius marketing that created buzz and sold out collectibles in two weeks. Smart menu innovation like McCrispy strips and nostalgic items like Snack Wraps show McDonald's knows what customers want.

Brand Innovators CNN

Narrative B

McDonald's still faces serious challenges with low-income customers cutting back visits by double digits. Combo meals over $10 are driving negative value perceptions that promotional deals can't fully fix. The company admits it needs to address core menu pricing issues beyond temporary promotions. Economic uncertainty and tariff concerns continue pressuring the customer base that visits most frequently.

CNBC