McDonnell's Targets Upper-Income Customers with Premium Menu Innovation (MCD)

McDonald's is targeting higher-income consumers with premium menu innovation to offset softness among lower-income diners, amid inflation and a weakening labor market. CEO Chris Kempczinski highlighted mid-single-digit growth in traffic among upper-income consumers in 2026, with new beverage and chicken items expected to lift average check and margins. Beverage add-ons drove higher average check in over 500 test locations last quarter, with a new line planned for rollout later this year. The company is expanding its chicken offerings, including McCrispy strips and chicken-filled Snack Wraps, aiming to grow its share of the chicken category by one percentage point by year-end 2026.