The news: Traffic to McDonald’s US stores fell in Q3 2026, reflecting the chain’s struggles to win over cost-conscious customers. However, US performance improved throughout the quarter as the company promoted its value meals and ramped up mobile promotions.

• US comparable sales fell 0.2% YoY, as higher average check sizes failed to offset a decline in visits.
• But same-store sales returned to growth in September after declining in the previous two months, CFO Ian Borden said on the company’s Q3 earnings call.

Behind the numbers: McDonald’s is leaning hard on the value lever to lure diners back to its stores. After previously cutting back on mobile discounting, the fast-food chain reversed course in Q3 with a broader selection of regional and national in-app offers to boost visit frequency and reengage customers. Those discounts proved popular: Borden noted that initial responses “exceeded expectations for both incremental counts and sales and helped to reverse the decline in baseline trends [McDonald’s] saw in Q2 and early in Q3.”

McDonald’s also reallocated marketing spending to support its meal deals and Extra Value menu, which has been popular with customers since its relaunch over a year ago. Deals like a $5 sausage McMuffin and egg meal and an $8 Big Mac meal are resonating with customers, the company said, although it is also preparing to launch additional entry-level value offerings in 2027 to further strengthen its value proposition.

Implications for restaurants: McDonald’s tepid performance contrasts with Burger King, which reported an 8.4% jump in comparable sales in the most recent quarter and is gaining share largely due to improvements in food quality and the restaurant experience. The sharp divide suggests value menus may drive limited growth at a time when virtually every chain—from fast-food operators to sit-down restaurants like Texas Roadhouse—offers a meal deal.

With dining out ranking as the top spending category US adults would cut if their finances or the economy worsened, according to ICSC, restaurants need to offer more than just promotions. Improved food quality, a more consistent experience, and better customer service will do more to entice diners than another meal deal.