McDonald’s Value Push Boosts Sales but Sparks Franchisee Backlash Over Pricing Control

With many residents in the USA struggling economically, restaurants such as McDonald's have been seeking ways to deliver value, including Extra Value Meals and Snack Wraps, which helped boost overall sales in the fourth quarter. 

However, this focus on value has caused some frustration within other sections of the company.

More on the Results Of Focusing on Value

This past Wednesday, McDonald's reported "better-than-expected" sales, according to CNBC. The company delivered "beats on the top and bottom lines" thanks to promotions and value meal additions. 

“By listening to customers and taking action, we have improved traffic and strengthened our value & affordability scores,” CEO Chris Kempczinski said in a statement.

But, as mentioned, there's some frustration. 

New Standards Causing Friction 

On Jan. 1, McDonald's set a new standard for all franchises by assessing restaurants and how they deliver value. 

McDonald's has said that owners are still allowed to set their own prices, but the new standards do change how franchisees run their stores. 

Franchisees account for about 95% of restaurants. 

Now, a group of operators is standing their ground and wants to set their own prices independently. 

In August 2025, the National Owners Association, an independent franchisee advocacy group, adopted a Franchisee Bill of Rights and distributed it via email.

It reads, along with the "right to set prices without fear of recourse," the following, among other things, per CNBC: 

“Franchisees, as independent Owner/Operators, have the right to set menu prices for their restaurants based on their own business judgment and market conditions. This right exists irrespective of the pricing decisions of any national, regional, or local co-op or franchisor initiative. Franchisees must be free to manage their pricing strategy without fear of intimidation, or diminished support from McDonald’s or its affiliated entities.”

In December, McDonald's said that value assessments would be part of its franchising standards and noncompliance could result in penalties or termination. 

Also, in a statement to CNBC, McDonald's had this to say:

“As franchisor, we have a responsibility to protect the strength and integrity of the brand and ensure every Owner/Operator upholds the standards that make McDonald’s so successful, for the benefit of all. This includes showing up for customers with great value – a core expectation the majority of our franchisees understand and proudly deliver.”

Stock Up, Franchisee Relationship Down

As CNBC notes, McDonald's stock rose 5% in 2025. However, in a two-part survey of 20 operators by Kalinowski Equity Research, the relationship with McDonald's received an average score of 1.37 on a 1-5 scale, with 1 being "poor."