By Heather Haddon

McDonald's keeps on hammering value. Customers are responding.

First-quarter revenue at the world's top burger company increased 9% to $6.52 billion from a year earlier, McDonald's reported Thursday, outpacing analysts' forecasts. Profit climbed 6% to $1.98 billion, and adjusted earnings per share of $2.83 beat analysts' forecasts.

The chain has been doubling down on value meals and other low-cost menu items, striving to reclaim its reputation for affordable food. The company said that those efforts, along with stepped-up marketing and menu updates, are helping McDonald's continue to draw increasingly shaky consumers.

McDonald's reported a 3.8% increase in sales at restaurants open at least 13 months across its regions in the three months ended in March. In the U.S., higher restaurant checks helped same-store sales increase by 3.9%, about in line with analysts' expectations.

During the quarter, McDonald's debuted its Big Arch burger, with a video of Chief Executive Chris Kempczinski taking a bite of the premium-priced sandwich going viral. Burger King responded with a video featuring its U.S. and Canada president, Tom Curtis, while highlighting its upgraded Whopper.

Burger King on Wednesday reported its biggest quarterly increase in same-store sales in roughly two years, which Curtis attributed to Whopper sales and the chain's own value offerings.

McDonald's has recently cut the price of its combo meals to appeal to budget-minded consumers. The chain rolled out new cold drinks this month, pitched as lower-priced alternatives to crafted beverages that have delivered hits for such chains as Starbucks.

Write to Heather Haddon at heather.haddon@wsj.com

(END) Dow Jones Newswires

May 07, 2026 07:00 ET (11:00 GMT)

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