Business
Value is the key to McDonald’s growth plans, but it’s creating tensions with some franchisees
The restaurant sector has spent the past 18 months trying to figure out how to reach consumers in a hypercompetitive and uneven economy. McDonald’s has doubled down on value messaging to customers via Extra Value Meals and Snack Wraps, which boosted its sales in the fourth quarter.
On Wednesday the company reported better-than-expected sales and delivered beats on the top and bottom lines, driven by buzzy promotions and value offerings.
“By listening to customers and taking action, we have improved traffic and strengthened our value & affordability scores,” CEO Chris Kempczinski said in a statement.
But the focus on value has caused frustrations at times among parts of the chain’s operator base.
The company rolled out new franchise standards for McDonald’s operators on Jan. 1, including assessing locations on how their prices deliver value. McDonald’s said its owners are still able to set their own prices, but the standards nonetheless shape and define how franchisees — which operate 95% of McDonald’s restaurants — run their stores.
A cohort of operators is standing ground in their ability to continue to independently set prices.
The National Owners Association, an independent franchisee advocate group, adopted a Franchisee Bill of Rights in August and circulated it in an email to members last month as the standards took effect, according to a copy of the message viewed by CNBC.
The last of the bill’s rights is the “right to set prices without fear of recourse,” which says, “Franchisees, as independent Owner/Operators, have the right to set menu prices for their restaurants based on their own business judgment and market conditions. This right exists irrespective of the pricing decisions of any national, regional, or local co-op or franchisor initiative. Franchisees must be free to manage their pricing strategy without fear of intimidation, or diminished support from McDonald’s or its affiliated entities.”
It also lists the “right to renewal and transfer,” giving owners the “absolute right to a fair and reasonable opportunity to renew franchise agreements … subject only to objective, clearly stated standards of approval.”
In December, McDonald’s told operators it would begin value assessments as part of its updates to franchising standards. Continued noncompliance could result in penalties or even termination.
At the time, the company said its new standards would provide “greater clarity … to ensure every restaurant delivers consistent, reliable value across the full customer experience,” according to a memo reviewed by CNBC.
In a statement, McDonald’s told CNBC that the business model creates the opportunity for entrepreneurs to be in business “for themselves, but never by themselves,” adding, “As franchisor, we have a responsibility to protect the strength and integrity of the brand and ensure every Owner/Operator upholds the standards that make McDonald’s so successful, for the benefit of all. This includes showing up for customers with great value – a core expectation the majority of our franchisees understand and proudly deliver.”
Some operators bristled at the changes in recent Wall Street research. In a two-part survey of 20 McDonald’s operators released last month, Kalinowski Equity Research wrote that it asked franchisee contacts if they were in favor of the changes to national franchising standards. For context, McDonald’s said it has some 2,000 owner/operators in the U.S. franchise system.
“As it turns out, every single one of the franchisees who responded to this question said ‘No.’ This is the first time in the 20+ year history of our McDonald’s Franchisee Survey that all respondents to a Yes-or-No question have all provided the exact same answer,” Kalinowski wrote.
Kalinowski also had operators quantify their relationship with McDonald’s corporate arm on a scale of 1 to 5, with 1 being poor and 5 being excellent. The average response received was 1.37, a “pretty noticeable step down from the October 2025 average response of 1.71,” the survey said.
It’s not the first time some operators and McDonald’s have butted heads. Tensions have surfaced in recent years over a restaurant grading system that took effect and changes made to how restaurant agreements are renewed.
Still, McDonald’s stock was one of the better performers in an abysmal year for the restaurant sector in 2025, rising 5%.
Kalinowski’s respondents also rated their business outlook for the next six months on a scale of 1 to 5, with 1 being poor and 5, excellent. The average response was 2.58, the best in the 11 quarters. Last quarter, CEO Chris Kempczinski said full-year cash flow was set to be solid for operators at the same time value investments were being made.
“Throughout the quarter, McDonald’s seems to be doing a better general job of promoting value to quick-service consumers, or at least it’s doing so notably better than some other large, quick-service burger concepts are,” Kalinowski wrote.
Likewise, fellow firm BTIG recently upgraded the stock.
“We expect the change in value strategy and perception to lead to the most meaningful earnings growth for the company since 2023,” BTIG wrote.
Business
India’s fuel demand growth may slow sharply in H2 2026 amid price hikes, austerity push: Report
India’s transportation fuel demand growth is expected to slow sharply in the second half of 2026 as higher fuel prices, government-led conservation measures and a weakening rupee weigh on mobility and consumption trends, according to a report.The report by Kpler’s lead analyst (modelling), Elif Binici, revised down India’s 2026 refined products demand growth forecast by around 77,000 barrels per day (kbd), or 39 per cent, to nearly 78 kbd from an earlier estimate of 128 kbd.As per news agency PTI, the downgrade reflects weaker expected growth in petrol and diesel demand due to elevated fuel costs, softer mobility trends and official efforts to conserve fuel amid the ongoing West Asia crisis.Petrol and diesel prices have been increased by around Rs 5 per litre in three instalments since May 15, after oil marketing companies passed on part of the burden of soaring global crude oil prices to consumers.
Petrol demand faces steepest downside risk
The report said petrol demand is likely to see the sharpest slowdown, with projected growth revised down by 25 kbd, from 63 kbd to 38 kbd.Petrol consumption is now estimated at 1,010 kbd, compared to the earlier estimate of 1,035 kbd.According to the report, weaker commuting activity, slower discretionary travel and government fuel-saving campaigns are expected to curb fuel consumption.Annual diesel demand growth was also cut by around 20 kbd, while jet fuel demand growth was nearly halved to about 6 kbd from 11 kbd earlier due to expectations of reduced air travel and tighter spending patterns.“The revisions primarily reflect weaker expected growth in gasoline and diesel demand as higher costs, weaker mobility trends, and recent government-led fuel conservation efforts increasingly feed into domestic transportation activity,” the report said, as quoted by PTI.
Rupee weakness, crude surge add pressure
The report noted that India’s macroeconomic environment has deteriorated since the escalation of the US-Iran conflict, with rising crude import costs, refinery expenses and rupee depreciation increasing inflationary pressure.The rupee has weakened by around 6 per cent since the conflict began and nearly 10 per cent over the past year. Foreign exchange reserves have also reportedly declined by about 4.3 per cent since late February as authorities attempted to stabilise the currency and contain imported inflation.The report said the current average petrol price of around Rs 103 per litre remains well below the estimated breakeven level of nearly Rs 125 per litre.Diesel prices near Rs 94 per litre are also below the estimated breakeven range of Rs 115-120 per litre.Before the recent price revisions, state-run fuel retailers were reportedly losing nearly Rs 1,000 crore daily because rising crude procurement costs and currency weakness outpaced retail fuel prices.“The key issue is the inability of state-run retailers to pass through rising import costs quickly enough to restore profitability,” the report said.
Russian crude continues to support supply security
The report added that India’s dependence on discounted Russian crude imports, estimated at around 1.9-2 million barrels per day, continues to provide stability to the domestic fuel market amid geopolitical uncertainty in West Asia.Policymakers now appear to be prioritising macroeconomic stability, inflation management, foreign exchange preservation and fuel supply security over near-term fuel demand growth.The report warned that unless crude prices ease significantly, the rupee stabilises or additional fiscal support measures are introduced, further fuel price hikes and stricter fuel-conservation measures may become difficult to avoid.
Business
Market recap: 6 of top-10 most-valued firms add Rs 74,111 crore; Reliance biggest winner
The combined market valuation of six of India’s top-10 most valued companies rose by Rs 74,111.57 crore last week, with Reliance Industries emerging as the biggest gainer. The rally came during a volatile trading week in which the BSE Sensex advanced 177.36 points, or 0.23%.According to news agency ANI, Reliance Industries added Rs 24,696.89 crore to its valuation, taking its total market capitalisation to Rs 18,33,117.70 crore.Tata Consultancy Services saw its valuation jump by Rs 19,338.68 crore to Rs 8,38,401.33 crore, while ICICI Bank added Rs 14,515.93 crore to reach a market capitalisation of Rs 9,06,901.32 crore.The valuation of Life Insurance Corporation of India climbed Rs 9,076.37 crore to Rs 5,14,443.69 crore.Meanwhile, Bajaj Finance gained Rs 3,797.83 crore, taking its valuation to Rs 5,70,515.57 crore, while Larsen & Toubro added Rs 2,685.87 crore to Rs 5,40,228.21 crore.
Airtel, HUL among laggards
On the losing side, Bharti Airtel witnessed the sharpest erosion in market value, losing Rs 20,229.67 crore to settle at Rs 11,40,295.49 crore.The market valuation of Hindustan Unilever declined by Rs 16,212.18 crore to Rs 5,17,380 crore, while State Bank of India lost Rs 12,784.4 crore in valuation to Rs 8,76,077.92 crore.HDFC Bank also saw its market capitalisation dip by Rs 2,094.35 crore to Rs 11,79,974.90 crore.Reliance Industries retained its position as India’s most valued company, followed by HDFC Bank, Bharti Airtel, ICICI Bank, State Bank of India, TCS, Bajaj Finance, Larsen & Toubro, Hindustan Unilever and LIC.
Markets end volatile week with modest gains
Ajit Mishra, SVP, research at Religare Broking Ltd, said markets ended the week with marginal gains amid a “highly volatile and range-bound trading environment”.“Benchmark indices witnessed sharp intraday swings throughout the week, driven by persistent rupee weakness, mixed global cues, sectoral rotation, and continued uncertainty around inflation and interest rates,” he said, as quoted by ANI.Benchmark indices recovered on Friday, with the Sensex closing 231.99 points higher at 75,415.35 and the NSE Nifty rising 64.60 points to settle at 23,719.30.Analysts cited optimism surrounding possible progress in US-Iran peace negotiations and easing Middle East tensions as factors supporting market sentiment.Vinod Nair, head of research at Geojit Investments, was quoted by news agency PTI as saying that domestic markets traded with a “mild positive bias” due to buying at lower levels and constructive global cues.“Globally, the AI investment theme remained the primary driver, while domestically, financial stocks led the gains,” he said.Brent crude prices climbed 2.3% to $104.7 per barrel, while foreign institutional investors (FIIs) sold equities worth Rs 1,891.21 crore in the previous session.
Business
Why essentials like eggs, bread and milk cost so much more now
Six supermarket brand eggs cost £1 in 2022. How much are they now, why have they gone up, and is anyone profiteering?
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