McDonald’s is addressing viral tweets and media reports claiming its prices have surged dramatically, asserting that these claims are exaggerated.
On Wednesday, McDonald’s U.S. President Joe Erlinger stated on the company’s website that reports of the average Big Mac price doubling since 2019 are incorrect. He clarified that the average U.S. price of a Big Mac was $4.39 in 2019 and is now $5.29, reflecting a 20.5% increase.
“As a brand serving nearly 90% of the U.S. population annually, we have a responsibility to ensure accurate information is available,” Erlinger said.
Erlinger acknowledged frustration among himself and franchisees regarding a viral post last summer that showed a Big Mac meal in Connecticut priced at $18. He termed this pricing as “an exception.” He emphasized that while franchisees, who own and operate 95% of U.S. McDonald’s locations, set their own prices, they strive to minimize price increases.
Currently, the average price for a Big Mac meal, which includes a sandwich, fries, and a drink, is $9.29 in the U.S.
However, McDonald’s noted that some items have experienced larger price increases than the Big Mac. For example, the average price of medium fries was $2.29 in 2019 and has risen to $3.29, a 44% increase.
The company reported that the average price of all menu items has risen by 40% over the past five years. This increase aligns with a 40% rise in the costs of labor, paper, and food. This rate is higher than the overall consumer price increase of 21% since December 2019, according to government data.
McDonald’s experienced a significant drop in store traffic in the first quarter of this year, as inflation-weary customers in the U.S. and other major markets dined out less frequently. In response, the company has pledged to offer more deals.
Next month, McDonald’s plans to launch a $5 meal deal nationwide, including a sandwich, a four-piece McNugget, small fries, and a small drink.
Erlinger expressed hope that customers will appreciate the upcoming deals. “It’s clear that we — along with our franchisees — must stay focused on value and affordability,” he said.