4 Brand Challenges Facing McDonald’s New CMO

McDonald’s is looking to restore its reputation as a value destination, with CEO Chris Kempczinski saying in the company’s most recent earnings call that it would focus on serving “everyday value and affordability to customers.”
The value wars have been heating up since last year, as rising fast-food prices—fueled by factors like surging labor and ingredient costs—became the subject of eye-rolling social media posts and news headlines. Most Americans (78%) now view fast food as a luxury because it’s become increasingly expensive, according to a 2024 survey from financial advice website LendingTree.
In response, fast-food brands including McDonald’s, Taco Bell, Burger King, Wendy’s, Popeyes, and Dunkin’ have tried to woo cost-conscious customers with new value deals. In January, McDonald’s debuted its McValue menu, the first update to its value offering since 2018.
An ad campaign, created by Wieden+Kennedy NY and starring actor John Cena, hyped the McValue perks, which include a “buy one, add one for $1” offer and a $5 meal deal.
In this competitive landscape, McDonald’s may have the best chance of success if it prioritizes value across all aspects of the customer experience, not just price, said Cait Lamberton, professor of marketing at the University of Pennsylvania’s Wharton School. That could mean improving and emphasizing offers like fast and efficient service, low-waste packaging, good Wi-Fi, or easy parking at restaurants.
2. Navigating the Rise of GLP-1 Drugs

By 2035, Morgan Stanley Research estimates 24 million people, or 7% of the U.S. population, could be using GLP-1 appetite-suppressing drugs including Ozempic and Wegovy. The same analysts estimate the nation’s consumption of fizzy soft drinks, baked goods, and salty snacks could fall by up to 3% by the same year.