McDonald's has announced plans for the extension of its $5 value meal in most US markets, a move aimed at sustaining the increased customer traffic observed since the promotion's launch on 25 June 2024.

Initially intended as a four-week offer, the value meal's success has prompted the decision to prolong its availability.

Citing a memo circulated in the McDonald's US system, CNBC reported that almost every business unit - 93% of its restaurants - voted in favour of extending the promotion beyond its original end date in late July.

Most units are considering an extension through August, with plans to vote on the decision.

The $5 value meal, which debuted on 25 June, offers a combination of a McChicken or McDouble, a four-piece chicken nuggets, fries and a drink.

This deal represents significant savings compared to purchasing the items separately.

In the memo, McDonald's national field president Myra Doria and US chief marketing and customer experience officer Tariq Hassan wrote: “Our message is resonating with our millions of customers.”

“When our customers are ordering the $5 Meal Deal, they aren’t visiting the competition, and early performance shows this deal is meeting the objective of driving guests back to our restaurants.” 

 “We must remember that driving guest counts ultimately propels our business and is the key to sustained growth.”

Bloomberg initially reported the extension of the value meal deal, which comes as the restaurant industry is reported to be actively seeking ways to revive diminishing footfall. Consumers, particularly those from lower-income brackets, are hesitant to spend in the wake of persistent inflation-driven price increases.

Other chains such as Burger King, Wendy’s, Taco Bell and Starbucks have introduced their own deals priced between $3 and $5, targeting value-conscious consumers.