McDonald's president hits back at claims Big Mac prices are too high amid inflation
The president of McDonald's wants you to know that $18 Big Macs are the "exception" and not the rule, according to an open letter released Wednesday.
Joe Erlinger, president of McDonald’s USA, addressed the letter to "our U.S. fans," saying he wrote the message to "make sure the real facts are available" to McDonald's millions of yearly customers.
"Recently, we have seen viral social posts and poorly sourced reports that McDonald’s has raised prices significantly beyond inflationary rates," Erlinger wrote. "This is inaccurate."
McDonald's executives have previously touted a "laser-focus" on value and affordability after complaints about overpriced food and decreased foot traffic led several fast food chains to scale back prices.
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"I can tell you that it frustrates and worries me, and many of our franchisees, when I hear about an $18 Big Mac meal being sold – even if it was at one location in the U.S. out of more than 13,700," Erlinger wrote.
"More worrying, though, is when people believe that this is the rule and not the exception, or when folks start to suggest that the prices of a Big Mac have risen 100% since 2019."
Franchisees own and operate more than 95% of all U.S. restaurants, said Erlinger, meaning menu prices are ultimately up to franchise owners who may raise prices to account for increased business and "inflationary pressures."
McDonald's exec refutes 100% price hike rumors
Regardless of the conditions of inflation, however, Erlinger categorically denies rumors that prices have increased by 100% or at a rate double or triple general inflation in the last five years.
The letter lists the average price of a Big Mac as $5.29, a 21% increase from $4.39 in 2019.
A myths and facts chart presented at the bottom of the letter addresses other specific claims, including the pricing of specific menu items (the cost of a 10-piece nugget meal has increased 28%, not 95.5%, since 2019), and more general assertions (the average McDonald's item has seen a price increase of 40% over the past five years, not double the national inflation rate.)
Fast food prices are up 4.8% since last year and 47% since 2014, while general inflation has risen 24%, according to the Bureau of Labor Statistics.
A recent report by USA Today used survey information compiled by a team of reporters in 18 markets across the country to compare prices over the past 10 years. The survey found that an average medium Big Mac meal has risen in price from $5.69 in 2014 to $9.72 in 2024, an increase of about 70%. The price of a medium Big Mac meal ranged in price from $7.89 in Houston to $15 in Seattle.
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The executive closed the letter by plugging upcoming savings promotions and the McDonald's app, saying, "more than 90% of U.S. franchisees are offering meal bundles for $4 or less."
"I hope you’ll see the programs we’re launching nationally and locally as meaningful to you," he said.
Fast food chains focus on affordability
McDonald's, like other fast food chains, has faced criticism for soaring prices in recent years, resulting in less revenue from lower-income consumers and reduced foot traffic in stores.
McDonald's has since promised a reduction in prices and expressed interest in exploring more ways to win customers back, which could include $5 meal deals and freebies.
Burger King rushed to beat McDonald's to the punch, announcing its own $5 meal deal set to arrive in June.
This came around as Wendy's announced a $3 breakfast combo, which includes an English muffin sandwich with egg, cheese, and bacon or sausage, and a side of seasoned potatoes. This is on top of weekly free chicken nugget deals through the Wendy's app and limited promotions, like a one-cent Jr. Bacon Cheeseburger from May 28 through June 2 for National Hamburger Day.
Contributing: Paul Davidson and Daniel de Visé.