Monday, November 3, 2025 at a McDonald’s restaurant in Richmond, Virginia, USA.
Al Drago | Bloomberg | Getty Images
mcdonalds As the restaurant industry continues to compete for consumers, management urges operators to remain committed to providing value-added service.
McDonald’s U.S. president Joe Erlinger said in a memo to U.S. executives following the company’s third-quarter results that the brand has been increasing in value for more than a year and is “moving in the right direction.”
“Amid industry pressures, dynamic change, and intense competition, winning the battle for traffic contracts means staying focused on your customers,” Erlinger wrote in a memo seen by CNBC. The company did not respond to requests for comment.
McDonald’s on Wednesday reported earnings per share and sales that fell short of Wall Street expectations, but same-store sales were a bright spot with positive growth across all divisions.
U.S. same-store sales rose 2.4%, beating expectations, boosted by the launch of $2.99 snack wraps and the introduction of Extra Value Meals, which Erlinger said led to weekly growth.
“While we maintained a positive guest gap, overall (guest numbers) continued to decline, highlighting the need for disciplined pricing, value and affordability,” he said in a note.
Erlinger said the company is “planning well” and is poised for a strong fourth quarter, including the benefit of annual comparisons with last year’s E. coli outbreak, which depressed hamburger sales.
“We still need to keep our foot on the gas. We still need to stay focused on our customers and what we can control,” he said.
CEO Chris Kempczinski told analysts this week that the fast-food chain is seeing signs of consumer polarization among quick-service restaurants.
“QSR traffic from low-income customers declined by nearly double digits in the third quarter, a trend that has continued for nearly two years,” he noted.
“In contrast, QSR traffic growth among high-income consumers remains strong, with nearly double-digit increases in the quarter. We remain vigilant about the health of consumers in the U.S. and key international markets and believe pressures will continue into 2026,” he said.
In a separate memo to global carriers, Kempczinski said the brand remains focused on “honing our value leadership to meet evolving consumer expectations and drive traffic.”
He added that McDonald’s will “invest in high-potential menu categories, particularly chicken and beverages, to remain competitive and drive growth.”
McDonald’s is currently testing drinks learned from its now-shuttered beverage concept, CosMc’s, at 500 restaurants in Wisconsin and Colorado.
