Why McDonald's is America's Comfort Food Powerhouse Again

 

With over 39,000 locations worldwide and nearly 14,000 in the U.S. alone, McDonald’s isn’t just a fast-food chain — it’s a staple in the American consumer's dining rotation. Even amidst global inflation, tariffs, and immigration-related labor disorder, McDonald’s is growing its share of wallet by being exactly what the modern consumer craves: predictable, affordable comfort.

McDonald’s: A Household Juggernaut

McDonald’s reaches over 85% of U.S. households annually, according to Placer.ai foot traffic analytics and Numerator panel data. In 2024, the brand served more than 67 million customers per day globally, with over 25 million served in the U.S. daily — a staggering consumer footprint.

Key Consumer Food Marketing Data Points

·       80% of McDonald's U.S. customers visit at least once every 3 months (Numerator).

·       Average customer visits McDonald's 3.4 times per month, more than any other QSR.

·       60%+ of U.S. households identify McDonald’s as their “preferred QSR” during inflationary cycles (CivicScience).

·       McDonald's mobile app saw a 30% YoY increase in daily users in 2024, reinforcing digital loyalty.

·       Menu affordability scored 2x higher than competitors in an April 2025 Deloitte consumer food value index.

 

Five Reasons Consumers are Flocking Back to McDonald’s

1. Comfort Food in a Disordered World

In a time of economic uncertainty, consumers seek out the familiar. McDonald’s offers iconic items like the Big Mac and McNuggets that evoke emotional nostalgia — an edible reminder of simpler times.

2. Inflation-Proof Menu Strategy

With inflation pushing up prices at full-service restaurants and grocery stores, McDonald's remains a value leader. Its $1 $2 $3 Dollar Menu and bundles like the $5 Meal Deal are perfectly aligned with budget-sensitive diners.

3. Consistent Service and Speed

Even with labor pressures and immigration disruptions in the service sector, McDonald's has doubled down on automation and order-ahead tech, ensuring drive-thru wait times under 5 minutes in most markets.

4. Mobile App & Loyalty Power

McDonald's Rewards now has over 50 million U.S. members, offering personalized deals and gamified promotions that keep customers returning — especially younger, digitally native audiences.

5. Cultural Familiarity & Local Flexibility

While immigration dynamics are reshaping regional labor and culinary diversity, McDonald's maintains menu localization in immigrant-heavy urban centers while providing a stable cultural constant for mixed demographics.

 

Four Key Insights from the Grocerant Guru®: Steven Johnson

Steven Johnson, known as the Grocerant Guru®, offers a unique lens into why McDonald's will thrive through 2026:

1. "Price + Portability = Power"

Consumers increasingly choose portable, ready-to-eat meals that offer predictable pricing. McDonald's excels with drive-thru, delivery, and mobile orders that combine value with convenience.

2. "Brand Familiarity Breeds Trust"

In uncertain times, familiarity is a competitive advantage. McDonald's isn’t just a brand — it's a trusted food companion, especially for Gen Z and Millennials who grew up on Happy Meals and late-night fries.

3. "Digital Touchpoints Drive Traffic"

According to Johnson, the integration of AI, kiosk ordering, and app-based personalization fuels repeat business. Expect McDonald’s to deepen this digital-first model across global locations.

4. "Grocery-Store Fatigue is Real"

With high grocery prices, consumer burnout, and cooking fatigue at an all-time high, McDonald's captures the "grocerant" sweet spot — meals that are not just fast, but a break from home cooking at a grocery-equivalent price.

 

Think About This: McDonald’s Is Poised for an 18-Month Surge

As tariffs, labor volatility, and macroeconomic pressures squeeze the foodservice industry, McDonald's is positioned better than ever. With scale, value-driven innovation, and an emotional connection few brands can match, the Golden Arches are shining brighter in hard times — not just as a quick meal, but as an affordable luxury.

Whether it’s inflation fatigue, digital convenience, or pure nostalgic comfort, consumers are returning to McDonald’s — and staying.

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Handheld Happiness: The Battle for the Burger Bite

 

According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, handheld food for immediate consumption is driving consumer migration when eating out.   Foodservice Solutions® recently conducted grocerant scorecards reveled that 81.6 percent of consumers prefer entrees that can be consumed by hand when not eating at home. 

That said it is a key driver in the fact that the world of burgers is heating up, and the battle lines are drawn between fast food chains and casual dining restaurants. Both are vying for your burger buck, but how do you know which offers the best value?

The Fast-Food Value Play

For those seeking speed and affordability, fast food chains like Wendy's and Burger King are tough to beat. Their value menus and combo meals offer a complete burger experience at a lower price point. Wendy's Double Cheeseburger, for instance, boasts a lower calorie count and a more customizable option compared to TGI Friday's classic cheeseburger, all at a fraction of the price. Similarly, Burger King's Whopper combos undercut Red Robin's gourmet burgers in terms of price, although you sacrifice some variety and a sit-down experience.

The Casual Dining Experience

Casual dining restaurants like Red Robin and Applebee's offer a counterpoint to the fast-food experience. They provide a sit-down atmosphere with table service, often including bottomless fries or drinks in their meal deals. Red Robin's gourmet burger selection caters to those seeking unique flavors and larger portions, while Applebee's offers a wider variety of burgers with different toppings and sauces. However, this enhanced experience comes at a premium price.

The Fight for the Middle Ground

To lure customers away from fast food, casual dining establishments are adopting various strategies. They're introducing value-priced menus and promotions to compete on affordability. Additionally, they're revamping menus with new and exciting items to cater to evolving taste buds. They're also investing in online ordering and delivery to provide a fast and convenient option for takeout and delivery customers. Finally, they're attempting to create a unique ambiance that blends the comfort of a sit-down restaurant with the speed of fast food.

The Verdict: It Depends

The truth is, the "best value" burger depends on your priorities. If you crave a quick and affordable bite, fast food chains reign supreme. But if you desire a wider flavor variety, a hefty burger, and a restaurant experience, you might be willing to pay extra for a casual dining option. Ultimately, the battle for the burger bite is all about understanding what your taste buds and wallet truly crave.

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.

Wienerschnitzel Sponsoring Advertising Competition

When your advertising budget compared to your sector leaders looks more like a penny than a dollar you have to try harder to while looking a customer ahead. That is exactly what Wienerschnitzel, the world’s largest hot dog chain with 333 locally owned restaurants in 11 states is doing. Wienerschnitzel has been chosen as the official corporate sponsor of the 2019 National Student Advertising Competition (NSAC) for the American Advertising Federation (AAF).

This is an outstanding opportunity for Wienerschnitzel according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Few people know this but Wienerschnitzel has franchisees today who have previously won this award back in their college days.

Wienerschnitzel like previous sponsors Nissan, Snapple and Yahoo! will provide a “real-world” marketing assignment to advertising and marketing students at over 150 colleges and universities in the U.S. who will develop and pitch an integrated campaign to a panel of judges. Wienerschnitzel’s specific assignment, which will focus on hot dogs, will be revealed later this year.

Doug Koegeboehn, Wienerschnitzel’s chief marketing officer stated It’s going to be amazing to have the brightest minds at the top colleges work on our business,” "In addition to being the largest hot dog chain in the world, this family-owned brand has demonstrated a deep-rooted sense of responsibility to its customers and the communities it serves, and we are proud and honored that Wienerschnitzel is the 2019 sponsor of the National Student Advertising Competition. 

The competition represents advertising, marketing and media disciplines. How is your brand reaching out? Are you looking a customer ahead? Wienerschnitzel is doing all of the right things to drive top of mind awareness, whole edifying the brand to tomorrow’s customers today.

Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.

McDonald’s Coins Currency, and Craveability

Success does leave clues and franchise bucking the system is a clue that none of us should forget. It was 50 years ago that franchise Jim Delligatti invented the Big Mac at his grill in Uniontown, Pennsylvania; he just wanted to make his local customers happy.  However at the time McDonald’s corporate did not like Jim bucking the system. Today however they are celebrating 50 years of him winning a bet!  

Of course that was back in the day and fast food franchise systems were not as proactive as they are today according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. One evening during the NRA Show in Chicago our Grocerant Guru® had a very memorable dinner with Jim at Eli’s Restaurant while dinning a steaks and cheesecake.  Jim recounted the importance of focusing on the customer and pushing McDonald’s the franchisor forward and together.  It was a great evening the lesson was is as valuable today as it was then.   

Jim Delligatti understood that consumers were dynamic not static and franchise companies must be dynamic as well to maintain customer relevance according to Johnson.  Once again McDonald’s is doing just that  To celebrate the 50th anniversary of the Big Mac, McDonald’s today unveiled the MacCoin, a limited edition global currency* backed by the internationally iconic Big Mac that fans across the world can get their hands on starting August 2. Customers can share, collect and redeem for a free Big Mac at participating McDonald’s restaurants in more than 50 participating countries.

Think of this the Big Mac has become such a global icon that The Economist even used the price of the Big Mac to create the Big Mac Index, an economic tool that compares the purchasing power of different international currencies year after year. This global connectivity of the Big Mac inspired the creation of the MacCoin.

More than 6.2 million MacCoins will be distributed globally in more than 50 countries while supplies last. MacCoins will be McDonalds new electricity driving top line sales and bottom line profits with edifying the brand with customer relevance fortifying the ‘halo’ consumers place on the Big Mac.

What is the new electricity that is driving your top line sales and bottom line profits?  Are your customer counts growing?  According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant consultants, coins /currency, autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing. This program has all of that.

Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.

Are you trapped doing what you have always done and doing it the same way?  Where is your new electricity?  Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.

Sonic Drive-In is Evolving Menu Relevance

Restaurant labor cost continue to rise, utilities continues to rise, rents are leveling off, but food cost are not, and consumers continue to migrate from traditional restaurant and grocery formats to new non-traditional points of fresh food distribution seeking new fresh food experiences according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Fast food restaurants are in an intensifying battle for share-of-stomach and if chain restaurants are not evolving with or faster than consumers they are most likely capitulating market share.  Sonic Drive-In is one company that does not plan lag behind.

In an effort to garner incremental Gen Z and Millennial customers Sonic is rolling out a ‘blended burger’ line system-wide to offer a 350 calorie cheeseburger with a halo of ‘better-for-you’ or as they say with” health and sustainability halo for $1.99.

Scott Uehlein, VP of product innovation and development for Sonic stated “The new Signature Slinger burgers are a blend of beef and diced mushrooms. …. the combination provides a juiciness and amped-up beef flavor. Signature slinger burgers “makes you feel like you’re getting away with something,”

According to Uehlein Sonic is the first national quick-service chain to offer a blended burger system-wide.  The new sandwich consists of a blended patty topped with melted American cheese, lettuce, tomato, diced onion, a crinkle-cut pickle chip and mayonnaise, all served on a brioche-style bun.

Sonic has found its new electricity to drive top line sales and bottom line profits it could be according to Johnson in a blended ‘better-for-you burger.  Sonic’s partnership with the mushroom council is on supply and innovation is the platform for the new electricity, according to Johnson; partnerships specifically strategic partnerships are driving retail success today. 

Johnson stated that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing.

Retailers the ilk of Sonic to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different in some form.  That’s exactly what Sonic did here. That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Shake Shack Fresher Faster Growth

Success does leave clues and Shake Shack has picked up the best of food industry clues and is using them to drive top line sales and bottom line profits too fuel incremental growth according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

One clue that Shake Shack  has picked up is do what the customer wants and customer demand for Shake Shack food has been tremendous.  To meet the demand Shake Shack plans to accelerate its growth with a new platform “kiosk-units”.  The new platform will allow it to open more restaurants in 2018 that it  has ever  opened in one fiscal year according to the company.

Shake Shack plans to open 32 to 35 new domestic company-operated restaurants in 2018, along with 16 to 18 licensed units. The aggressive growth will continue into 2020. Shake Shack CEO Randall Garutti stated “By 2020, we intend to have more than doubled our current Shack base to at least 200 domestic company-operated Shacks and at least 120 global license Shacks,” … “We want to nearly double our total revenue to over $700 million.”

Why should you care well Shake Shack anticipates the average annual sales volume for total domestic units to be between $4.1 million and $4.2 million for 2018. The team at Foodservice Solutions® thinks that the sales numbers reflect the proper implementation of previous success clues that Shake Shack picked up.  What clues are fueling your next success steps? How are you prepared to evolve in 2018?

Shake Shack has found the new electricity to fuel its growth in kiosk units as a new platform. Where is your brand getting its swag, your mojo, to drive growth? If there is there is one dominate element that can power incremental success within the restaurant sector over the coming years it is what Johnson calls it the new electricity that is strategic partnerships.   

 The new electricity must be very efficient for the supply and includes such things as regional fresh foods, urban farming (produce, seafood, etc.), Chefs, Consultants, local wine, and local beer, autonomous delivery, consultants, chefs, cashier-less retail, cash-less payments, digital hand held marketing and outside-eyes.

Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success. 

White Castle Dazzling Delivering

When we think of customers cravings regional food flavors White Castle is always top of mind according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. White Castle is one of the most dynamic restaurant brands in the United Stated according to Johnson.

While they have fewer than 500 locations and are privately held they have been industry leaders since they invented the slider (originally priced at 5 cents) in 1921, an innovation with staying power.  In fact founder Walter Anderson is responsible for both the hamburger bun and the standardization of fast food production, and in 2014, the Original Slider was cemented as a cultural icon when TIME magazine named it the most influential burger of all time

The team at White Castle is always looking a customer ahead.  White Castle was one of the first restaurant chains to beginning distribution of their signature burgers to supermarkets nationwide helping create the ‘frozen food court’ you can find in almost all grocery stores today.

White Castle may not be first but it is again looking to innovate from within the burger field by making it easier than ever to get a bag full of sliders. The pitch is simple: What if Harold and Kumar never had to leave their apartment?

Expanding on Grubhub services affiliated with more than 75 White Castle locations in New York City, Chicago, St. Louis, Detroit, and more, started offering delivery at 45 additional locations last month.

The new initiative will kick off with a chance for fans to win a catered meal from the White Castle Crave Mobile during the NFL championship on February 4, kicking off the burger chain’s partnership with one of the nation’s leading third party food deliverers.

Stan Chia, Grubhub COO  stated “We’re honored to partner with the iconic White Castle brand to power delivery from Castles across the country,”.. “Our orders show that sliders are clearly on the rise, and we’re thrilled to deliver more of what our nearly 10 million diners crave.”

While the chain appears to be near the front of the pack in terms of adapting to third party delivery services, White Castle faces a more challenging undertaking than its larger competitors given its footprint of 450 stores.

So what does it mean to have a chain with a cultural cult following?  In 2015, the chain expanded to a new state for the first time in more than 50 years—into the Casino Royale Hotel & Casino on the Las Vegas Strip—and over the store’s first 12 hours, White Castle VP Jamie Richardson said his team served more than 4,000 sliders per hour. Here is our point sell you food where you customers are. If they are playing games on the computer or watching a 65 inch HDTV delivery works.  Stay dynamic.

Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Wendy's: Delivery Worked for McDonald’s and the Pizza Sector Why Not Us?

There are times when the customer moves and you simply have to move with them according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Bandwagon marketing / copycat marketing has been around for a long time there are times chains simply have to jump on the bandwagon or risk losing customers, sales, and profits.

The first thing regular readers of this blog will want to know is will the Pizza Sector slip even more?  The simple answer is no.  We will see the Pizza sector sales flatten but they should stabilize a bit as McDonald’s had a greater impact on the pizza sector than will Wendy’s.  That said Wendy’s delivery will show very positive results according to the team conducting grocerant scorecards at Foodservice Solutions®.

By January 1, 2018 Wendy’s expects to offer delivery via DoorDash a close to 2,500 restaurants in 48 markets. Wendy’s president and chief executive officer Todd Penegor said during a conference call Wednesday the chain was “excited about expanding access to our brand further and continue to find new ways to provide convenience to our customers.”

Delivery will help extend same store sales growth at Wendy’s.  This we Wendy’s announced that they had their 19th consecutive quarter of positive same-store sales in North America. The brand opened 42 new restaurants in the third quarter and has opened 110 units year-to-date, which is almost 30 more than this time a year ago. Delivery will help drive top line growth and bottom line profits along with incremental customer relevance.

Are you trapped doing what you have always done and doing it the same way?  Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.