News Brief: McDonald’s to Assess Franchisee Pricing for Value Delivery
Summary
McDonald’s is updating its global franchising standards to include an assessment of how franchisees’ prices deliver value to customers, effective January 2026. This move aims to address cost-conscious diners and ensure consistent value across all restaurants.
Key Points
- New Standard: Starting 2026, franchisees will be holistically assessed on pricing decisions for value delivery.
- Driver: Response to decreased visits and spending by low-income consumers; part of a broader value push.
- Franchisee Role: Franchisees (operating 95% of global restaurants) set their own prices but must now meet new value accountability standards.
- Potential Penalties: Continued non-compliance could result in penalties, including restrictions on new openings or franchise termination.
- Support Tools: McDonald’s is providing approved pricing consultants and tools to help franchisees make informed local decisions.
- Industry Context: Restaurants are balancing value deals to attract customers with the need to maintain profitability.
- Internal Tension: The change may strain relations with some U.S. franchisees who have historically sought more financial support for discounts.
- Leadership Outlook: CEO Chris Kempczinski expects consumer financial pressures to persist well into 2026.
新闻简报：麦当劳将评估加盟商定价是否体现价值
摘要
麦当劳正在更新其全球加盟标准，从2026年1月起，将评估加盟商的定价策略是否为顾客提供了足够的价值。此举旨在吸引对价格敏感的消费者，并确保所有餐厅提供一致的价值体验。
关键点
- 新标准：自2026年起，加盟商的定价决策将接受关于“价值体现”的综合评估。
- 驱动因素：为应对低收入消费者到店频率和消费额下降，是整体价值战略的一部分。
- 加盟商角色：加盟商（运营全球95%的餐厅）自行定价，但现需符合新的价值领导责任标准。
- 潜在处罚：持续不遵守标准可能导致处罚，包括限制开设新店或终止加盟协议。
- 支持工具：麦当劳提供了经认可的定价顾问和工具，以帮助加盟商做出符合本地市场的明智决策。
- 行业背景：餐饮业正通过优惠吸引顾客，同时需平衡长期盈利能力。
- 内部紧张：此举可能加剧与部分美国加盟商的紧张关系，他们长期以来希望公司为折扣提供更多财务支持。
- 管理层展望：CEO克里斯·肯普钦斯基预计消费者的财务压力将持续至2026年。
Original Article Link: https://www.cnbc.com/2025/12/08/mcdonalds-value-franchising-standards.html