By Islam El-Sakka
McDonald's U.S. same-store sales fell 0.2 percent in the third quarter of 2026, marking the first quarterly decline since early 2025, according to an earnings report released Wednesday. The drop reflects customers cutting back on dining out as they grapple with higher gas prices and a persistently high cost of living.
Traffic declines across fast-food sector
Foot traffic at McDonald's U.S. restaurants decreased during the quarter, part of a broader 2.6 percent decline across the entire U.S. fast-food sector, according to restaurant industry consultant Revenue Management Solutions. CEO Chris Kempczinski acknowledged the challenging environment, saying the pressure around cost of living "isn't going away."
Value meals introduced to attract budget-conscious diners
In response, McDonald's launched a limited-time $8 value meal including fries, a drink, and a Quarter Pounder with cheese, following an under-$3 value menu introduced in April. The move mirrors competitor Wendy's, which recently rolled out a $7.99 value meal with a quarter-pound burger.
Global sales rise while U.S. struggles
Globally, same-store sales increased 1.3 percent in the same period, offsetting the U.S. weakness. Analysts had expected a steeper 0.5 percent U.S. decline, and the company noted that restored in-app deals and value-focused marketing pushed September same-store sales into positive territory.
