LISBON / LONDON (IT BOLTWISE) – McDonald’s plans to evaluate its franchisees more rigorously to ensure they provide a consistent value proposition to customers. These new standards will apply worldwide from 2026 and are part of a strategy to win back price-conscious customers.
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McDonald’s has announced that it will revise its global franchising standards from January 1, 2026 to ensure franchisees deliver a consistent and reliable value proposition to customers. The move is part of a broader strategy to appeal to price-conscious customers as the company faces economic challenges and changing consumer trends.
Andrew Gregory, senior vice president of global franchising at McDonald’s, said in a memo that the new standards are aimed at increasing accountability for value leadership. Franchisees, which operate approximately 95% of McDonald’s restaurants worldwide, will be comprehensively assessed in their pricing policies to ensure they offer real value to customers.
These changes come at a time when McDonald’s has already introduced value menus in the US and other key markets such as France and Germany to reverse declining footfall. The strategy appears to be bearing fruit as the company has not only halted declines in same-store sales but is also attracting more high-income customers who are switching to fast food.
However, the new standards could face resistance from some U.S. franchisees who already have a strained relationship with their franchisor. An independent advocacy group for McDonald’s operators has called on the company to contribute financially to make discounts for franchisees more sustainable in the long term. Despite these challenges, McDonald’s CEO Chris Kempczinski remains cautiously optimistic that pressure on consumers will continue well into 2026.
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