Even as sales rose for the quarter, executives at the world’s largest burger chain acknowledged in its February earnings call the fast food environment, which has pulled back in recent quarters, would “remain challenging” in 2026. Despite the company’s own progress attracting lower-income customer in the company’s fourth quarter, this tier of consumers, who have been dealing with stubborn inflation for years, are broadly pulling back on spending.

To address this issue, CEO Chris Kempczinski said during the company’s latest earnings call the restaurant chain would double down on its commitment to value and deeper discounts.

“McDonald’s is not going to get beat on value and affordability,” Kempczinski said during the call last month.

As part of the company’s latest effort to reach these consumers, McDonald’s is reportedly launching a new value menu in April with items like a 4-piece Chicken McNuggets or Sausage Biscuit priced at $3 or less. It is also revealing a $4 breakfast bundle that includes a McMuffin, hash brown, and a coffee, among other options, The Wall Street Journal reported. The new $3 menu will replace the McValue platform it launched in January 2025 that offered customers the choice of adding a second item to their full-priced order for just $1 more. 

McDonald’s did not immediately respond to Fortune’s request for comment.

McDonald’s move to value meals matches the K-shaped economy

McDonald’s newest value menu fits squarely into the trend of the K-shaped economy. While high-income people have fared well during the multi-year-stock bull run of the past few years, lower-income people have been hit by higher prices and stagnating wages. The same is happening at McDonald’s, according to Kempczinski. While high-income customer traffic is stable, the CEO warned, “lower-income consumers are particularly sensitive to value and affordability.”

McDonald’s is not the only restaurant chain looking to target these lower-income customers: Wendy’s, Burger King, and Taco Bell have all rolled out aggressive value promotions over the past year, to reach a shrinking pool of budget-conscious diners who have grown increasingly selective. 

To win over these picky consumers, Mark Wasilefsky, head of restaurant and franchise finance at TD Bank, told Fortune chains are increasingly looking for a way to provide value to consumers.

“Lower-priced options, when chosen carefully, priced at an acceptable level, and marketed aggressively, create perceived value and can generate a long-term customer,” he said.

McDonald’s value meals signal a bigger economic problem 

While Kempczinski last month touted the company’s affordability moves as part of the company getting back to its roots, some worry the new $3 menu could be indicative of broader economic problems to come.

A post by prediction market Kalshi mentioning the $3 menu racked up more than 4 million views on X, with many users jumping on the news to declare an economic downturn is near. One user who quoted the Kalshi post on X got 2.6 million views for the declaration: “Oh it’s a RECESSION recession.”

McDonald’s is betting a $3 meal will bring lower-income customers back, and yet, that may be difficult when Americans are increasingly betting that the future could hold more economic pain.

A Pew Research survey last month found 72% of people rate economic conditions as fair or poor, and nearly 40% believe conditions will be worse a year from now, compared to 31% who think they will improve. 

This pressure, Wasilefsky argues, has made value perception that much more important for chains seeking lower-income consumers, or at least those with the financial flexibility to slash prices without gutting margins.

“For those brands who can afford to do so, this is an excellent time to convince existing customers and new customers of your brand’s value and its right to have a share of your shrinking wallet,” he said.