McDonald's CEO Reveals Global Consumers Shifting Away from American Brands Amid Dimming Perception of US

McDonald's CEO Chris Kempczinski stated that global consumers are avoiding American brands due to negative perceptions of the US. He cited the company's data, which shows that consumers have not soured on McDonald's despite its American roots. Kempczinski plans to focus on cultivating the brand's identity in local communities, where McDonald's operates in over 100 countries and territories.

McDonald's Chief Executive Officer Chris Kempczinski has highlighted the impact of negative perceptions of the United States on global consumer choices, including those of American brands. In an interview with CNBC, Kempczinski noted that consumers are increasingly avoiding American brands due to a less positive view of the country [3]. Despite this, he emphasized that McDonald's has not experienced a similar decline in consumer sentiment, likely due to its long-standing presence in international markets.

Kempczinski revealed that McDonald's plans to focus on strengthening its brand identity in local communities. The company operates in over 100 countries and territories, and the CEO intends to leverage this global footprint to enhance its brand's local appeal [3]. This strategy aligns with McDonald's ongoing efforts to attract price-conscious diners, as evidenced by its recent value menu promotions.

McDonald's has been actively responding to the challenges posed by rising prices and the pullback in spending by low-income consumers. The company recently expanded its value offerings, including the return of Extra Value Meals, which provide 15% savings on combo meals compared to buying items separately [2]. This initiative is part of McDonald's broader strategy to reengage consumers who have been turned off by high prices.

The fast-food giant has also introduced various deals and promotions to lure customers back to its restaurants. For instance, it offered a $5 Meal Deal and a buy-one-get-one-for-$1 deal, which proved popular and were extended through the summer [1]. These promotions are designed to address the value perceptions that have been negatively impacting McDonald's sales, particularly among lower-income consumers.

McDonald's is not alone in its efforts to attract price-conscious diners. Other fast-food chains have also been relying on discounts and deals to boost customer traffic. For example, Domino's launched its Best Deal Ever promotion, offering any pizza with any toppings for $9.99 [1]. Overall, U.S. fast food customer traffic fell nearly 1% in the second quarter, suggesting that chains are increasingly focusing on deals and discounts to attract customers [1].

In conclusion, McDonald's CEO Chris Kempczinski has acknowledged the impact of negative perceptions of the United States on global consumer choices. The company is responding by focusing on its local brand identity and offering value-oriented promotions to attract price-conscious diners. These strategies aim to counteract the challenges posed by rising prices and the pullback in spending by low-income consumers.

References:
[1] https://abcnews.go.com/Business/wireStory/coming-price-cuts-mcdonalds-signal-broader-fast-food-125174481
[2] https://www.cnbc.com/2025/09/02/mcdonalds-value-menu-combo-meals.html
[3] https://www.bloomberg.com/news/articles/2025-09-02/mcdonald-s-ceo-says-american-brands-reputations-have-dimmed