MCD Q2 Deep Dive: Menu Innovation and Value Platform Drive Performance Amid Consumer Pressures

Fast-food chain McDonald’s (NYSE:MCD) reported Q2 CY2025 results exceeding the market’s revenue expectations, with sales up 5.4% year on year to $6.84 billion. Its non-GAAP profit of $3.19 per share was 1.3% above analysts’ consensus estimates.

Is now the time to buy MCD? Find out in our full research report (it’s free).

StockStory’s Take

McDonald’s delivered a solid second quarter, with results exceeding Wall Street’s expectations and a positive market response. Management cited the successful deployment of value platforms, such as the Everyday Affordable Price (EDAP) menus internationally and the $5 Meal Deal in the U.S., as key contributors to guest count gains even in a challenging economic environment. CEO Chris Kempczinski emphasized that “the power of McDonald’s value and affordability platforms, exciting marketing and menu offerings and world-class execution are working together to drive comparable sales results.” The company also highlighted menu innovations, including the return of Snack Wraps and the launch of Chicken Big Mac in Germany, as instrumental in driving growth across key markets.

Looking forward, McDonald’s is focused on expanding its loyalty program, accelerating digital initiatives, and continuing menu innovation to drive frequency and customer engagement. Management highlighted plans to deepen digital engagement through technology investments and further menu enhancements, such as specialty beverages and new chicken offerings. CFO Ian Borden noted that, while macroeconomic headwinds persist, particularly for lower-income consumers, “we feel very confident about the lineup of marketing and menu activities planned in the U.S. for the rest of the year.” The company aims to balance affordability with profitability, leveraging technology and global scale to sustain growth.

Key Insights from Management’s Remarks

Management attributed second quarter results to the strength of global value platforms, menu innovation, and disciplined execution, noting particular successes in international markets and ongoing challenges in the U.S. consumer environment.

• International value platforms: The EDAP menu, featuring low-priced sandwiches and snacks, was credited for driving strong guest count growth in Europe and other international markets, outperforming competitors despite high inflation.
• Menu innovation success: The launch of products like Chicken Big Mac in Germany and the return of Snack Wraps in the U.S. generated high initial sales and positive customer responses, demonstrating the effectiveness of targeted menu updates.
• Digital engagement growth: McDonald’s loyalty program now boasts over 185 million active users globally, with members showing significantly higher visit frequency. This digital push is seen as a key long-term growth lever.
• Bifurcated U.S. consumer: Management acknowledged persistent pressure on low-income U.S. consumers, leading to reduced traffic, particularly at breakfast. The company is adjusting value offerings and collaborating with franchisees to address price perceptions.
• Operational and tech investments: Early adoption of edge computing, AI, and Internet of Things technology in restaurants is aimed at improving efficiency, food quality, and customer experience. Significant investment years are expected through 2026, with benefits to scale thereafter.

Drivers of Future Performance

McDonald’s expects future performance to be shaped by ongoing menu innovation, digital engagement, and efforts to address U.S. consumer traffic challenges.

• Menu and marketing pipeline: The company plans to sustain momentum with new product launches, including specialty beverages and chicken items, alongside high-profile marketing campaigns. Management believes this strategy will help drive frequency and offset weak industry traffic trends.
• Digital and loyalty expansion: Continued investments in digital platforms and loyalty programs are expected to increase customer engagement and visit frequency. CEO Kempczinski cited the goal of reaching 250 million active loyalty users by 2027, with further technological enhancements underway.
• Navigating economic headwinds: Management highlighted persistent inflation and cost pressures, particularly in Europe and among lower-income U.S. consumers. The company is focusing on value perception and menu pricing adjustments, while monitoring franchisee health and store economics as development accelerates.

Catalysts in Upcoming Quarters

In the coming quarters, our analysts will watch (1) the impact of new menu launches and beverage tests on traffic and average check, (2) progress on digital loyalty expansion and related frequency gains, and (3) the ability to maintain or grow margins amid persistent inflation and cost pressures. Execution on franchisee collaboration and international expansion will also be critical markers of sustained momentum.

McDonald's currently trades at $304.24, up from $298.77 just before the earnings. At this price, is it a buy or sell? The answer lies in our full research report (it’s free).

Stocks That Trumped Tariffs

Donald Trump’s April 2025 "Liberation Day" tariffs sent markets into a tailspin, but stocks have since rebounded strongly, proving that knee-jerk reactions often create the best buying opportunities.

The smart money is already positioning for the next leg up. Don’t miss out on the recovery - check out our Top 6 Stocks for this week. This is a curated list of our High Quality stocks that have generated a market-beating return of 183% over the last five years (as of March 31st 2025).

Stocks that made our list in 2020 include now familiar names such as Nvidia (+1,545% between March 2020 and March 2025) as well as under-the-radar businesses like the once-micro-cap company Kadant (+351% five-year return). Find your next big winner with StockStory today.

StockStory is growing and hiring equity analyst and marketing roles. Are you a 0 to 1 builder passionate about the markets and AI? See the open roles here.