McDonald's Cuts Combo Prices To Regain Affordability Edge: Report

McDonald's Corp. (NYSE:MCD) aims to restore its image as an affordable fast-food option. The pivot comes as consumers complain about the increasing cost of Big Macs.

In some locations, Big Mac meals cost as much as $18. Now, McDonald’s and its U.S. franchisees plan to reduce the cost of eight combos—spanning breakfast, lunch, and dinner—by approximately 15%.

The new pricing will take effect in early September and remain in place through the start of next year.

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The Wall Street Journal reported that the plan coincides with a reintroduction of the so-called "Extra Value Meals" branding, which first launched in 1991.

For example, a combo priced at $10 could drop ...