Goodbye Burger King: McDonald's surprises and makes a U-turn in the United States

In the fast food world, competition never stops and surprises are the order of the day. Major chains are constantly seeking new strategies to keep themselves relevant and capture their customers' attention. McDonald's, which has faced challenging times recently, has decided to take an unexpected step to attract more consumers in the United States.

The best-known burger chain announced significant changes after reporting a drop in its sales and the number of visitors to its locations. Faced with these challenges, McDonald's has not only adjusted its hours but also plans an ambitious expansion and new hires.

McDonald's Bets on 24/7 Opening to Regain Ground

According to revealing data from the first quarter 2025 financial report, McDonald's saw a 3.6% decrease in comparable sales within the United States compared to the previous year. Additionally, a study by Placer ai showed that customer traffic in its restaurants dropped by 2.6% in the same period. These figures reflect a challenging outlook for the company, which also faced controversies last year due to an E coli outbreak in some of its locations.

In response to this situation, McDonald's decided to extend its opening hours in many of its establishments nationwide, according to The Street. Many branches will remain open 24 hours, while others will extend their hours past midnight. This strategic move aims to compete directly with rivals like Jack in the Box, Waffle House, and Whataburger, which already operate continuously.

A McDonald's spokesperson told QSR Magazine: "Our followers know there's no better way to end a night than enjoying their favorite McDonald's order. That's why, with the arrival of summer, we're excited to offer more options and extended hours to satisfy those late-night cravings."

This extension of hours at McDonald's coincides with a growth plan that includes opening 900 new restaurants in the United States by 2027. Additionally, hiring up to 375,000 employees this summer.

Strategies to Recover: Promotions and Return of Classics

Beyond the hours, McDonald's has launched several initiatives to stimulate sales that have shown weakness. Last summer, it introduced its "$5 Meal Deal" promotion, which includes a McChicken, chicken nuggets, or a McDouble, accompanied by fries and a drink, at an attractive price.

This year it introduced the McValue menu, offering the "Buy One, Get One for $1" promotion. However, according to CEO Chris Kempczinski, this offer hasn't had the same impact as the Meal Deal. In the May earnings call, Kempczinski said: "The 'Buy One, Add Another for $1' promotion works, but it doesn't boost sales like the $5 Meal Deal offer."

Additionally, McDonald's has brought back from the past products much loved by its customers. Recently, the Snack Wrap returned, which hadn't been on the menu since 2016, a chicken wrap with lettuce, cheddar cheese, and ranch dressing in a soft tortilla. It also permanently added the McCrispy Strips, a revamped version of the Chicken Selects that stopped being sold years ago.