McDonald’s reported that its focus on value and affordability helped drive stronger customer traffic in its latest quarter, with global same-store sales exceeding Wall Street expectations. The fast-food company said Wednesday that sales at locations open at least a year rose 5.7% in the October-December period, topping the 3.9% median expectation from analysts polled by FactSet.
The company also said fourth-quarter revenue and earnings came in above analysts’ forecasts. McDonald’s reported revenue of $7.01 billion for the quarter, compared with Wall Street’s $6.84 billion estimate, and said net income rose 7% to $2.16 billion. Adjusted for one-time items that included restructuring charges, McDonald’s said it earned $3.12 per share, beating the $3.05 per share profit that analysts expected.
McDonald’s linked the results to changes it made to emphasize deals in the U.S., including price cuts introduced in September on some combo meals. Those promotions, it said, built on discount efforts that began earlier in 2025, such as the McValue menu. The company also said the return of its Snack Wraps to menus in July for $2.99 helped improve how customers perceived value.
CEO Chris Kempczinski said the company’s changes helped gain share among consumers with household incomes of $45,000 or less, a segment that had been drifting away from the brand. During a conference call with investors, Kempczinski said, “McDonald’s is not going to get beat on value and affordability,” as the company described its strategy for addressing customer concerns about prices and affordability.
Along with the menu promotions, McDonald’s said it boosted U.S. traffic during the quarter with marketing schemes tied to popular games and holiday themes. It cited the return of its Monopoly game in October and a Grinch-themed meal in December, and Kempczinski said McDonald’s sold 50 million pairs of Grinch socks tied to the meals in the first few days of the promotion.
McDonald’s said its same-store sales rose 6.8% in the U.S. during the October-December period. Still, CFO Ian Borden said the company expects that pace to slow in the January-March quarter, citing severe winter weather that hurt traffic or forced some restaurants to close or limit hours. Borden also pointed to similar value-focused marketing in international markets, including lower-priced McSmart snacks in Germany.
McDonald’s said same-store sales in company-operated international markets rose 5.2% in the fourth quarter and expects that international pace will also slow in the first quarter due to weather impacts. Borden said the company was “really confident about what’s within our control” and about the “underlying momentum of the business,” as he discussed the results.
Looking ahead, McDonald’s said it is working on new menu items for the year, including beverages linked to its short-lived CosMc’s restaurant format. The company said it plans to sell energy drinks, iced coffees and fruity refreshers under the McCafe brand later this year. Other chains have also emphasized value messages, with Taco Bell saying last week that its same-store sales rose 7% in the October-December period after expanding its value menu in January 2025.