McDonald's Q2 2025: Contradictions Unveiled on Value Perception, Beverage Strategy, and Market Recovery

McDonald's value perception and pricing strategy, beverage market opportunity and strategy, U.S. market recovery and value perception, GBS investment and leverage are the key contradictions discussed in McDonald's latest 2025Q2 earnings call.



Global Sales and Menu Innovation:
- McDonald's reported global system-wide sales growth of over 6% in constant currency and global comparable sales growth of nearly 4% in Q2 2025.
- The growth was driven by the execution of value and affordability strategies, exciting marketing, and menu innovations.

Value and Affordability Perception:
- McDonald's emphasized the importance of improving value perception in the U.S., with a focus on core menu pricing.
- The company aims to better align consumer perception of value by addressing core menu pricing and offering cohesive value programs.

International Market Performance:
- The Internationally Operated Market segment saw 4% comp sales growth, with all markets posting positive growth, led by Japan.
- The success was attributed to the implementation of EDAP menus and meal bundles, enhancing affordability and consumer satisfaction.

Challenges in U.S. Consumer Base:
- The U.S. business reported 2.5% comp sales growth, with continued challenges in low-income consumer visits.
- The bifurcated consumer base and economic pressures, particularly affecting low-income households, impacted U.S. restaurant traffic.