In a candid open letter, Joe Erlinger, president of McDonald’s USA, confronted the mounting concerns over the fast-food giant’s pricing strategy amidst the inflationary pressures fueled by the Biden administration’s economic policies.
As Americans struggle with the rising cost of living, Erlinger acknowledged that the average price of McDonald’s menu items has surged by approximately 40% since 2019, a sobering reminder of the challenges faced by consumers in the current economic landscape.
Erlinger’s acknowledgment comes as a response to the growing social media backlash, particularly from House Republicans, who have accused the company of doubling its prices.
“Americans across the country are making tough calls about where to spend their hard-earned money,” Erlinger noted, emphasizing the need for McDonald’s and its franchisees to remain “laser-focused on value and affordability.”
The impact of Bidenomics on everyday Americans is evident in the price hikes of McDonald’s iconic menu items.
According to Erlinger, the average price of a Big Mac meal now stands at $9.29, a 27% increase from $7.29 in 2019. Similarly, the price of a 10-piece McNuggets meal has risen by 28%, while medium french fries have seen a staggering 44% increase over the same period.
Erlinger attributed these cost increases to the rising input costs, such as crew salaries and cost of goods, which have been exacerbated by the inflationary pressures brought about by the Biden administration’s economic policies.
Spooked McDonald's boss reveals huge amount prices have gone up by since 2019 in open letter about viral $18 Big Mac https://t.co/HrnJAnMghG pic.twitter.com/1hS6r8wQDU
— Daily Mail Online (@MailOnline) May 29, 2024
As a brand that serves nearly 90% of the U.S. population annually, McDonald’s feels a responsibility to provide transparency and clarity regarding the real facts behind its pricing decisions.
The ripple effects of Bidenomics are not limited to McDonald’s alone.
The latest data from the Bureau of Labor Statistics reveals that consumer prices have risen by 3.4% over the past year, forcing many Americans to tighten their belts and reconsider their spending habits.
This trend has not spared the fast-food industry, as evidenced by McDonald’s recent first-quarter earnings report, which showed same-store sales falling short of expectations.
In an attempt to combat the perception of rising prices and maintain its image as a value leader, McDonald’s plans to introduce a $5 value meal for roughly a month, starting June 25.
Think inflation is just 3.4%? Think again—it’s more like 75%!
This guy took a picture of food prices from last year and compared them to this year’s. The shocking truth: we have runaway inflation pic.twitter.com/CtbbcPvBjp
— HZ (@MFHoz) May 28, 2024
The promotion will include a choice of a McChicken or McDouble, four-piece chicken nuggets, fries, and a drink.
However, analysts at BTIG view this move as more of a value perception play rather than a profit driver, arguing that it could potentially hurt sales and margins while seeking to change the media narrative surrounding McDonald’s recent price hikes.
The National Owners Association, an independent advocacy group of McDonald’s franchisees, has also weighed in on the matter, pushing for greater financial support from the company to ensure the sustainability of the discounted offering.
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In a letter to its membership, the board stated, “There simply is not enough profit to discount 30% for this model to be sustainable. It necessitates a financial contribution by McDonalds.”
