McDonald’s US sales have finally seen a significant turnaround, thanks in part to its massive “Minecraft” meal deal marketing campaign. The chain reported a 2.5% increase in sales for the quarter ending June 30, after two consecutive quarters of declining sales.
The company credited its “standout marketing,” which included the Minecraft promotion and the launch of crispy chicken strips, as key factors in the turnaround. The promotion was launched in 100 markets and helped drive a 3.8% increase in global sales at stores open at least a year.
CEO Chris Kempczinski attributed the decline in low-income customers’ spending to fresh menu offerings and promotions. However, he acknowledged that value perceptions are influenced by core menu pricing and expressed concerns about high-priced combination meals shaping negative perceptions.
To address this, McDonald’s is engaging with its US franchisees to develop new ideas for making changes. The company plans to launch a new “McDonaldland” meal aimed at nostalgic adults next week, along with revamping its beverage options under the CosMc’s banner in September.
As a result of the turnaround, McDonald’s stock opened nearly 3% higher on Wednesday.
Source: https://edition.cnn.com/2025/08/06/business/mcdonalds-second-quarter-2025-earnings-minecraft