---
title: "McDonald’s to Push Value Offers in Response to Sluggish Sales"
url: https://burnaze.com/article/6af7e413-99f2-4df1-a6da-6e32e7850d13
source: "1851 Franchise"
original_url: https://1851franchise.com/mcdonalds-to-push-value-offers-in-response-to-sluggish-sales-2707325
category: "Restaurants"
industry: "Restaurants"
published: 2018-07-31T16:11:26.000Z
modified: 2026-11-01T02:33:13.843Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/db41855a079fbe1b19fef57b5954df332064.jpg
---

# McDonald’s to Push Value Offers in Response to Sluggish Sales

**TL;DR:** McDonald's plans to push value offers to attract more customers after revealing sluggish sales in its second-quarter earnings. The company's total revenue dropped 12 percent compared to a year ago, with same-store sales growing by 2.6 percent.

*originally published in 1851 Franchise on 2018-07-31. [Read the original](https://1851franchise.com/mcdonalds-to-push-value-offers-in-response-to-sluggish-sales-2707325).*

## Story

Last week, McDonald’s revealed its second-quarter earnings, and the numbers were not encouraging for the legacy brand. Total revenue dropped 12 percent compared to a year ago, including a $700 million loss in the quarter. Same-store sales grew by 2.6 percent, falling short of the three-percent mark expected for stores open longer than a year.

Now, CEO Steve Easterbrook has detailed how the franchise will attempt to bounce back from those losses in Q3. According to an article in Nation’s Restaurant News, McDonald’s will be leaning heavily on value offers to attract more customers in the second half of the year.

In a conference call with reporters, McDonald’s said its franchisees support the strategy, but an operator survey conducted by Kalinowski Equity Research suggests not all owners are optimistic about offering further discounts.

“We’re worn out on the discounting. It no longer works,” said one operator in the survey.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- McDonald's (company)
- Nation's Restaurant News (publication)
- q2 earnings (topic)
- value offers (topic)
- sluggish sales (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/mcdonalds-to-push-value-offers-in-response-to-sluggish-sales-2707325). Summarized by Burnaze (https://burnaze.com/article/6af7e413-99f2-4df1-a6da-6e32e7850d13).