After going through a price surge that made Americans feel like they were facing a “price assassin”, fast-food giant McDonald’s is now regaining favor with consumers.
By abandoning high-priced menu experiments, returning to low-cost operational strategies, and launching the $5 value meal along with the highly anticipated Snack Wrap, McDonald’s made a strong comeback in 2026, ranking 10th on the Entrepreneur’s Franchise 500 list.
This rise in brand ranking not only reflects a shift in the core of the 2026 US consumer market towards value for money and traditional values, but also signals a strategic transformation for the fast-food chain.
In 2024, McDonald’s had dropped to 22nd on the list due to skyrocketing prices at franchise stores which sparked public discontent. However, with the re-launch of the “McValue Menu” in 2025, company data showed a 2.4% increase in same-store sales by the third quarter of that year.
Joe Erlinger, CEO of McDonald’s USA, emphasized in a recent policy briefing that the company is working closely with franchisees in various states, including core markets such as Michigan, to give local stores more pricing flexibility to cope with inflation pressures. Additionally, McDonald’s kicked off a comprehensive reform in early 2026, including the launch of the protein core menu – the Hot Honey series introduced on January 27, and the “Premium Burgers” initiative aimed at reducing processed elements and enhancing ingredient quality.
This business pivot aligns with the current health guidelines of the Trump administration. The “Make America Healthy Again” (MAHA) movement, spearheaded by Health and Human Services Secretary Robert F. Kennedy Jr., is prompting large food chain retailers to reduce synthetic colors and ultra-processed ingredients.
Meanwhile, a wave of “price archaeology” has swept through social media. Fox News previously reported a significant increase in McDonald’s prices in recent years, with millennials particularly taking to social media to openly complain about how menu prices have risen since their childhood.
A comparison chart circulated widely shows that in 1991, a Filet-O-Fish sandwich was sold for just $1.29, whereas today, the price of this item in some areas has soared to $5 or even higher. This collective nostalgia has transformed into a strong protest against high prices, pushing companies to return to affordability and their roots.
In an era where inflation and health consciousness coincide in 2026, lightening the economic burden and returning to original ingredients have become the prescription for food giants to win public support.