McDonald’s Gains Momentum with Chicken, Value Promotions and Support

After a tough year, McDonald’s is finally regaining its footing. The company entered 2025 facing declining same-store sales, food safety concerns and franchisee margin pressure. But according to a recent QSR Magazine article, the brand’s strategic changes are starting to work.

McDonald’s has leaned heavily into chicken innovation to drive growth. The launch of McCrispy Strips and the upcoming return of Snack Wraps have energized franchisees, with some expecting a 2-2.5% sales boost from the new chicken offerings alone. The brand also launched a dedicated chicken category team to strengthen its competitive position against players like KFC and Popeyes.

Value promotions remain critical to recovery. The $5 Meal Deal continues to account for about 25-30% of sales, helping to attract price-sensitive customers. McDonald’s also used nostalgia marketing, such as reviving Uncle O’Grimacey to promote the Shamrock Shake, and new promotions like the Minecraft Movie Meal, which lifted April traffic by over 12% on launch day.

Beyond menu innovation and marketing, McDonald’s is streamlining operations to better support franchisees, speeding up decision-making and focusing on key categories like beef, chicken and beverages. The company also plans to open 600 new U.S. locations in 2025, demonstrating long-term confidence even as franchisees balance new challenges.

While food costs and operational pressures remain concerns, McDonald’s commitment to innovation, affordability and franchisee support has positioned the brand to regain its momentum in 2025.