McDonald’s Says $18 Big Mac Meal Was an ‘Exception’
McDonald’s has addressed recent viral claims and media reports suggesting significant price increases, particularly the notion that a Big Mac meal costs $18. In a post on the company’s website, McDonald’s U.S. President Joe Erlinger clarified that such reports are exaggerated and provided insights into the company’s pricing strategy amidst inflationary pressures.
Addressing Viral Claims
Joe Erlinger refuted claims that the price of the average Big Mac has doubled since 2019. According to Erlinger, the average U.S. Big Mac cost $4.39 in 2019 and now costs $5.29, representing a 20.5% increase. He emphasized McDonald’s commitment to transparency, stating, “For a brand that proudly serves nearly 90% of the U.S. population every year, we feel a responsibility to make sure the real facts are available.”
The $18 Big Mac Meal Incident
Erlinger acknowledged the frustration caused by a viral post on X last summer, which claimed that a Big Mac meal in Connecticut cost $18. He described this instance as an “exception,” noting that franchisees, who own and operate 95% of U.S. McDonald’s locations, set their own pricing. While franchisees strive to minimize price increases, this particular instance was not reflective of average pricing.
Currently, the average price of a Big Mac meal, which includes a sandwich, fries, and a drink, is $9.29 across the U.S. However, McDonald’s also acknowledged that some menu items have experienced larger price hikes. For example, the average price of medium fries increased from $2.29 in 2019 to $3.29 now, a 44% rise.
Price Increases and Economic Pressures
McDonald’s explained that the overall price of its menu items has risen by 40% over the past five years. This increase is driven by a corresponding 40% rise in the cost of labor, paper, and food. In contrast, overall consumer prices have increased by 21% since December 2019, based on government data. These rising costs have contributed to a slowdown in store traffic, as inflation-weary customers in the U.S. and other major markets are dining out less frequently.
Upcoming Deals and Value Focus
To address these challenges and provide better value to customers, McDonald’s plans to introduce a $5 meal deal across the U.S. next month. This deal will include a sandwich, a four-piece McNugget, small fries, and a small drink. Erlinger expressed hope that these upcoming deals would be “meaningful” to customers, underscoring the company’s focus on affordability and value.
“It’s clear that we — together with our franchisees — must remain laser-focused on value and affordability,” Erlinger stated. This approach is part of McDonald’s broader strategy to attract and retain customers amid ongoing economic pressures.
Conclusion
McDonald’s response to the viral $18 Big Mac meal claim highlights the company’s efforts to maintain transparency and manage pricing amidst inflation. While some menu items have seen significant price increases, the company is committed to offering value through upcoming deals and ensuring that the majority of its prices remain accessible to consumers. As McDonald’s navigates these economic challenges, its focus on affordability and customer satisfaction will be crucial in maintaining its market position.
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