McDonald’s is under increased scrutiny after facing sluggish consumer demand in 2025. Following a controversial menu price hike and an E. coli outbreak in some restaurant locations last year, the fast-food giant is looking for new ways to spark growth.
In its latest earnings report, McDonald’s revealed that its U.S. comparable sales decreased by 3.6% year-over-year, while foot traffic reportedly fell by 2.6%. CEO Chris Kempczinski noted on May 1 that consumers are cutting back on quick-service restaurant spending due to economic uncertainty and geopolitical pressures.
How nationwide extended operating hours at McDonald’s plan to combat declining traffic
Many McDonald’s locations will now stay open 24/7, while others will operate past midnight. According to a recent QSR Magazine report, this move aims to directly compete with 24-hour rivals such as Jack in the Box and Whataburger.
Some loyal customers say they appreciate the convenience, but will extended hours be enough to bring back those who left? McDonald’s seems determined to find out. Below is an overview of how certain locations are adjusting hours:
| Location Type | Operational Hours |
|---|---|
| Urban McDonald’s branches | 24/7 |
| Suburban McDonald’s branches | Open until 2 AM or later |
| Rural McDonald’s branches | Standard closing times |
Why McDonald’s is ramping up hiring to address changing consumer expectations nationwide
McDonald’s also revealed plans to hire 375,000 new employees this summer. In tandem, the company is expanding its footprint by adding 900 more U.S. restaurants by 2027. Have you ever wondered why fast-food chains are so eager to keep growing? In this case, McDonald’s hopes to restore lost momentum and serve night owls seeking late-night snacks or early-morning coffee runs.
Unveiling the menu deals that McDonald’s hopes will restore its sales growth
McDonald’s has been busy rolling out special offers to lure diners, including its $5 Meal Deal, which combines a McChicken or McDouble with nuggets, fries, and a drink. The chain also introduced the McValue menu’s “Buy One, Add One for $1” promotion. According to Kempczinski, this deal has not matched the success of the $5 Meal Deal.
Meanwhile, menu favorites are returning, such as the popular Snack Wrap and newly renamed McCrispy Strips. The revived Happy Meals featuring Squishmallow toys have stirred excitement among collectors, but will these items drive long-term sales?
McDonald’s is betting on extended hours, new employees, and enticing menu offers to regain its competitive edge. While early indicators show promise, consumer tastes can shift rapidly in today’s market. Consequently, keeping customers engaged with fresh initiatives will be key to McDonald’s future growth. Below is a quick list of what to watch for:
- Results of extended hours on sales figures
- Consumer reactions to new and returning menu items
- Impact of 375,000 planned hires on service quality