McDonald's is moving away from deep-discount offers such as its $3 EDAP (Everyday Value) menu, which failed to generate expected incremental traffic and negatively affected margins. The company will redirect marketing support to its established Extra Value Meals.
McDonald's also plans to launch more national digital flash offers to engage high-frequency customers and provide more personalized digital offers to its most loyal users. The shift moves the company from broad, low-price promotions toward a more targeted, loyalty-focused value proposition.