An independent advocacy group of McDonald’s franchisees has expressed concerns regarding the sustainability of the company’s upcoming $5 value meal promotion. While the group appreciates the affordability it brings to consumers, they emphasize the need for future investments from McDonald’s to ensure the discounted offering remains viable for operators in the long term.

The National Owners Association board highlighted the importance of McDonald’s financial support, stating that the company’s resources are crucial for implementing a sustainable affordable strategy. They pointed out that the current profit margins of 10-15% in the McDonald’s business model do not allow for a 30% discount without additional financial contributions.

According to CNBC, the $5 value meal is set to debut on menu boards starting June 25 and will be available for approximately a month. The meal will include options like a McChicken or McDouble, four-piece chicken nuggets, fries, and a drink, offering significant savings compared to purchasing items individually.

This initiative comes at a time when lower-income consumers are scaling back on dining out due to rising inflation rates. In response, brands like McDonald’s are looking to enhance the value they provide to customers. Coca-Cola reportedly increased marketing funds to support the promotion, aiming to make the deal more attractive for McDonald’s and its franchisees.

McDonald’s refrained from commenting on the concerns raised by the National Owners Association but acknowledged the significance of offering value to customers through national advertising. The company emphasized its commitment to providing meaningful value to customers, a tradition that has been integral to its operations since inception.