McDonald’s brings back Extra Value Meal

McDonald’s is reviving its long-running Extra Value Meal promotion

(NBC)- McDonald’s is reviving its long-running Extra Value Meal promotion in a bid to lure inflation-weary customers back into its restaurants.

Beginning September 8, the chain will offer eight combo meals that it says will save customers about 15 percent compared with buying an entrée, fries, and a drink separately. For a limited time, diners will also find $5 Sausage McMuffin with Egg meals and $8 Big Mac meals on the menu.

The Extra Value Meal, first popularized in the 1990s, has not been widely offered since before the pandemic. Its return marks the latest move in an industry-wide “value war,” as major fast food brands compete to win over price-conscious consumers.

McDonald’s CEO Chris Kempczinski acknowledged that economic strain is hitting many households unevenly. “It’s really a two-tier economy,” he said. “If you’re earning over $100,000, things are good. But for middle and lower-income consumers, it’s a different story.”

Kempczinski noted traffic among lower-income diners is down by double digits, with many people choosing to skip meals or eat at home instead.

Restaurant industry expert Jonathan Maze said McDonald’s price cuts highlight the pressures facing U.S. consumers. “Housing costs are up, cars cost more, student loan payments are back — and all of this shows up in fast food traffic,” he explained.