When Annemarie Swijtink assumed leadership at McDonald’s Canada in September, the fast-food industry was under pressure. Reduced cattle herds led to increased ground beef prices, while challenges from climate change and crop diseases affected coffee supply. Consumers were concerned about tariff tensions and the rising prices of their favorite fast-food items.
In response, Swijtink announced that McDonald’s Canada would maintain the price of a small coffee at $1 for at least a year and reduce the cost of its McValue meals to $5 for the same period. These price adjustments are effective immediately. The McValue meals, which previously cost around $6, include options like a Junior Chicken, McDouble, or chicken snack wrap paired with small fries and a fountain drink.
A new addition to the menu is the McValue breakfast segment offering items like a sausage McMuffin, breakfast burrito, bagel with cream cheese, or a sausage McGriddle accompanied by a small coffee and a hash brown.
Swijtink emphasized that the decision to freeze prices was driven by customer demand. She stated, “Canadians are facing challenges and financial uncertainty. We are listening to them and providing what they seek.”
The move by McDonald’s Canada does not necessarily indicate a decline in customer traffic, according to restaurant industry analyst Robert Carter. He explained that maintaining customer loyalty and satisfaction is crucial for quick-service restaurants, especially in a highly competitive market.
McDonald’s Canada’s ability to implement these price changes stems from its longstanding relationships with farmers and suppliers, spanning over 50 years, and the operational scale of its 1,500 restaurants, allowing for cost savings.
As consumer perceptions of fast food evolve, value has become a significant factor in dining choices. McDonald’s, like other industry players, is adapting to meet changing consumer preferences and expectations. Swijtink’s focus for 2026 is centered on delivering value to customers and driving innovation.
Competitors in the industry, such as Tim Hortons, Wendy’s, and Burger King, have also introduced meal deals and value offerings. Swijtink views competition as a positive force that pushes McDonald’s to continually enhance its offerings and services to meet customer demands.
