Why McDonald’s is losing ground and what consumers say will bring them back

In a landscape where fast food is practically woven into the fabric of American culture, McDonald’s has long held its golden-arched crown. 

But recent headlines reporting declines in sales (US McDonald’s outlets that have been open at least a year sank 3.6% in the first three months of 2025 compared to a year earlier) and our fresh consumer survey suggests the brand is slipping with its core audience.

We surveyed 1,000 U.S. consumers to dig into how they feel about McDonald’s today, and what changes would reignite their loyalty. The insights are clear, candid, and a wake-up call.

TL;DR summary of McDonald’s shopper survey

• 1 in 3 Americans are visiting McDonald’s less often, citing price, quality and nostalgia.
• “Too expensive” was the most common complaint — with many saying they get better value elsewhere.
• Inconsistent food quality and a loss of iconic menu items have hurt the brand’s appeal.
• 75% of respondents said value deals influence their decision to visit.
• Health trends and GLP-1 usage are shifting fast food habits — over 80% of users say they’ve cut back.
• Consumers still want to love McDonald’s — but they expect more consistency, value and care.

McDonald’s shopper survey results

The decline is real: one in three visit less often

When asked how their McDonald’s visit frequency has changed over the last six months:

• 32% are visiting less often — with 19% saying much less
• 34% are visiting more often
• The rest (30%) said their habits haven’t changed

This isn’t an exodus, but it’s enough of a shift to dent revenue- especially with higher input costs and tighter consumer wallets.

What’s behind the drop? Consumers say it’s not just the food

We gave respondents the chance to answer openly about what’s turned them off. Their answers paint a vivid picture of shifting expectations — and where McDonald’s may be missing the mark.

1. “It’s too expensive now”

Value was once McDonald’s cornerstone. Today, it’s the most common complaint.

“$15 for a meal? I can sit down and eat somewhere better.”

Consumers repeatedly mentioned that prices have outpaced what they’re getting in return. With inflation still biting, customers expect more from every dollar.

2. “Quality and consistency are lacking”

This wasn’t just about taste — though that came up a lot. Respondents to our survey noted:

• Lukewarm or messy orders
• Burgers that feel smaller or “thrown together”
• Inconsistency across locations
• “The quality isn’t there anymore — and you never know what you’re going to get.”

It’s not that McDonald’s food has radically changed. It’s that in a world full of upgraded fast-casual options, bland and inconsistent just doesn’t cut it.

3. “I miss the old McDonald’s”

Nostalgia was an unexpected — but strong — theme. From the McRib to 2-for-1 deals, many respondents brought up beloved past offerings they wish would return.

• “Bring back the fajitas and the dollar menu!”

This speaks to an emotional connection consumers had with the brand — one that’s faded in recent years. McDonald’s is already addressing one aspect of this, by bringing back the Chicken Snack Wrap as a permanent addition to the menu. 

Using Attest’s AI Summary tool, here’s a concise readout of these insightful open-text responses:

What would win them back?

Bring back value

With rising inflation and continued economic uncertainty, consumers want to feel like their money stretches further. 

• A whopping 75% of consumers said that value or promotional deals are important in their choice to visit McDonald’s. 
• Of those surveyed, over half are reporting that their household’s disposable income is influencing their decision whether or not to eat out at fast food restaurants. 

Focus on quality and care

Of those visiting McDonald’s less frequently, 43% cited a desire for healthier meals as a key reason. As GLP-1 weight-loss medications like Ozempic and Wegovy become more mainstream, this trend is only accelerating. Among the 20% of respondents who either take these medications or live with someone who does, over 80% have cut back on fast food visits.

This presents a clear opportunity: McDonald’s can better serve this growing health-conscious segment by offering lower-calorie, high-protein, nutrient-dense menu items tailored to GLP-1 users’ changing appetites and goals. Introducing thoughtfully crafted meals with lean proteins, fiber-rich sides, and clean ingredients could position the brand as both convenient and compatible with modern health journeys.

Innovate around nostalgia

Ironically, one of McDonald’s best paths forward may be behind them. Reintroducing iconic items (even in limited runs) or celebrating classic menu moments could rekindle that connection.

Consumer sentiment in a snapshot:

Key concern	% Mentioned (Est.)	Summary
Price/Value	~40%+	“Too expensive” was the most frequent comment
Quality Consistency	~25–30%	Many noted food feels rushed, stale, or sloppy
Nostalgia Gaps	~20%	Frequent requests for old items and deals
Health & Purpose	~10%	Some seek sustainability, better ingredients

Final thoughts

The data tells a simple but urgent story. Consumers still want to love McDonald’s — but the experience isn’t matching up to the price or the memory. 

The good news? This isn’t a brand with a loyalty problem — over half of respondents reflect no change in the perception of McDonald’s brand image, despite the drop in sales. It’s a brand with a value and consistency problem — and those are fixable. If McDonald’s can realign with what made it iconic while innovating to meet modern tastes, it may not just rebound — it could reignite.