McDonald’s reported stronger sales on Feb. 11, 2026, as the chain leaned into value-priced deals and seasonal marketing to attract price-sensitive customers. U.S. same-store sales at restaurants open at least a year rose 6.8 percent in the fourth quarter versus a year earlier, while global comparable-store sales increased 5.7 percent. The company highlighted limited-time offers — including a rapid sell-out of a Grinch-themed meal and the return of Monopoly — as contributors to the gain. At the same time, McDonald’s said it will scale back certain financial support for franchisees, a change executives flagged on the earnings call.
Key Takeaways
- U.S. same-store sales (restaurants open ≥1 year) rose 6.8% in Q4 2025 compared with Q4 2024.
- Global same-store (comparable) sales climbed 5.7% in the quarter, driven by promotions and pricing strategy.
- High-profile promotions included the return of Monopoly and a limited-time Grinch meal that sold out quickly in several locations.
- McDonald’s emphasized value items—examples cited: a $5 Sausage, Egg & Cheese McGriddle and a 10-piece McNuggets meal for $8—as tools to attract lower-income customers.
- Executives said traffic among lower-income consumers had been pressured but that the chain gained share with that group in December.
- The company announced plans to reduce certain financial support to franchisees; details and timing were not fully disclosed on the call.
Background
Restaurants broadly faced a difficult year as many consumers curtailed dining out after sustained menu-price increases. The sector saw two years of rising prices for burgers, burritos and wings, which has made value and affordability central to chains’ strategies. Lower-income and some middle-income households have cut back on eating out, prompting operators to test promotions and bundle offers to reinvigorate traffic.
McDonald’s has long balanced national marketing and localized franchise operations; promotions such as Monopoly and holiday tie-ins are recurring tools to spike visits and digital engagement. Franchisees shoulder much of day-to-day capital and labor decisions, while corporate provides national advertising, menu development, and some financial support programs — arrangements that vary by market and over time.
Main Event
On Feb. 11, 2026, McDonald’s released quarterly results showing a notable uptick in comparable sales. The U.S. result — a 6.8% increase at restaurants open at least a year — outpaced the company’s global comparable-store increase of 5.7%. Executives credited targeted value combinations and two marquee promotions for driving visits during the period.
The Grinch-themed promotion, launched as a limited-time offer, reportedly sold out quickly in multiple outlets, creating short-term inventory pressure but boosting foot traffic and social-media attention. The chain also relaunched its Monopoly promotion, historically a strong performer for spikes in transactions and cross-channel engagement.
Company leadership told investors they observed divergent traffic patterns: upper-income customers’ visits were more stable, while lower-income customers had shown the most sensitivity to higher menu prices. McDonald’s said it gained share among lower-income diners in December, reflecting improved performance in that cohort for the quarter.
Alongside the top-line sales update, executives said McDonald’s would reduce certain forms of financial support for franchisees. The company did not provide full specifics on the magnitude or timeline for those adjustments during the earnings call, signaling a shift in corporate-franchise financial arrangements going forward.
Analysis & Implications
McDonald’s results illustrate how value messaging and timely promotions can offset broader softness in dining-out demand. By packaging affordably priced combos and reviving recognizable promotional mechanics, the chain captured customers trading down from pricier options or returning after cutting visits. This tactic can preserve margins if mix and operational efficiencies hold, but it may compress unit economics if discounts become persistent.
Gaining share with lower-income consumers is strategically important because that cohort has shown the largest reduction in eating-out frequency. If McDonald’s sustains these gains, the company could reinforce its position as a low-cost leader while competitors react with their own value strategies. However, prolonged reliance on lower-priced deals risks normalizing discounts and eroding average check over time.
The decision to trim financial support for franchisees raises governance and operational questions. Franchisees often rely on corporate-funded programs for advertising, rent relief, or remodel assistance; any reduction could shift costs onto owners, possibly affecting local promotions, staffing, or capital projects. That dynamic bears watching, especially if store-level investments are needed to maintain service speed and digital capabilities that support value offers.
Internationally, the 5.7% comparable increase suggests the mix of offers and price execution worked across diverse markets, but local inflation, labor markets, and supply constraints will influence sustainability. Investors will monitor whether the sales lift translates into durable traffic and margin expansion or is a temporary promotional bump tied to seasonal campaigns.
Comparison & Data
| Metric | Q4 2025 |
|---|---|
| U.S. same-store sales (≥1 year) | +6.8% |
| Global comparable-store sales | +5.7% |
The two headline figures capture where the quarter’s strength was concentrated. The U.S. comparable gain exceeded the global figure, reflecting the potency of localized value deals and seasonal promotions in the domestic market. Observers will compare these numbers to peers and future quarters to judge whether the strategy produces sustained share gains.
Reactions & Quotes
The company’s chief executive framed the quarter as a demonstration that value-focused offers can recapture price-sensitive customers.
“We were pleased to see that we gained share with that low‑income consumer in December,”
Chris Kempczinski, McDonald’s CEO (earnings call)
Executives also cited marketing and promotion as drivers of traffic, noting that campaigns like Monopoly and holiday tie-ins helped convert interest into restaurant visits and digital orders.
“Marketing campaigns brought customers into our restaurants over the quarter,”
McDonald’s executives (earnings call)
Industry analysts and franchise stakeholders will parse the announcement about reduced franchisee support for operational impact. McDonald’s investors will look for subsequent disclosures clarifying what programs change and how the company plans to maintain unit economics.
“Shifts in corporate-franchise financial arrangements could affect store-level investment and the economics of running promotions,”
Industry analyst (commentary)
Unconfirmed
- Exact scope and timetable of the announced reduction in financial support for franchisees were not disclosed on the earnings call and remain to be specified by McDonald’s.
- Reports that the Grinch meal ‘‘sold out’’ came from multiple locations; the company did not provide a nationwide sell-out statistic, so the extent of shortages industrywide is unconfirmed.
Bottom Line
McDonald’s posted solid comparable sales in Q4 2025, with U.S. comparable sales up 6.8% and global comparables up 5.7%, driven by value-priced combos and seasonal promotions. The results show that targeted affordability initiatives can regain customers who cut back on dining out after sharp menu-price inflation.
However, the company’s move to pare some franchisee support introduces an element of risk for local operators and could reshape how promotions and costs are shared. Observers should watch subsequent disclosures for details on those changes and future quarterly results to determine whether the sales lift becomes a durable advantage or a short-term promotional uptick.