McDonald's (MCD) shares entered a bear market after falling over 20% from their peak. The stock reached a record high in March 2026 before the sustained decline. Weakening spending by lower-income consumers and complaints regarding high prices drove the sell-off. Rising operating costs also continue to pressure the company's profitability.
The company launched the McDonald's NEXT corporate strategy in June to address these challenges. This plan focuses on improving menu quality for beef, chicken, and beverages. It also includes restaurant redesigns for higher efficiency and increased automation. New marketing initiatives aim to attract more customers while improving economic outcomes for franchisees.