Upon assuming leadership at McDonald’s Canada in September, Annemarie Swijtink faced challenges as fast-food companies grappled with various issues.
A decline in cattle herds led to increased ground beef prices, while climate change and crop diseases posed threats to coffee, a staple in many restaurants.
Consumers found themselves caught between tariff concerns and rising prices of their favorite fast-food items.
To alleviate some of these pressures, Swijtink introduced measures to help consumers.
She recently announced that McDonald’s Canada will maintain the price of a small cup of coffee at $1 for at least a year and reduce the cost of its McValue meals to $5 for the same duration, with the new prices taking immediate effect.
Previously priced at about $6, these meals include options like Junior Chicken, McDouble, or a chicken snack wrap paired with small fries and a fountain drink.
A new breakfast segment under the McValue menu offers items such as a sausage McMuffin, breakfast burrito, bagel with cream cheese, or a sausage McGriddle along with 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 their needs and providing what they desire.”
Changing Perceptions of Fast Food
Despite global CEO Christopher Kempczinski’s earlier remarks about anticipating reduced sales from lower-income customers in the U.S. due to economic disparities, the move by McDonald’s Canada does not necessarily signal dwindling customer numbers, according to restaurant industry analyst Robert Carter.
Carter explained, “This is more about maintaining customer loyalty. Establishing a routine with customers is crucial for quick-service restaurants to stay top-of-mind.”
McDonald’s Canada’s ability to implement these pricing changes stems from its long-standing relationships with farmers and suppliers spanning over 50 years and its extensive network of 1,500 restaurants, allowing for cost savings due to high volumes, as highlighted by Swijtink.
Swijtink’s initiative aligns with the evolving public perception of fast food, where consumers increasingly prioritize value in their dining choices.
This shift has impacted McDonald’s, with customers expressing concerns over the pricing of popular menu items like the Big Mac or limited-time offerings.
Recognizing these challenges, Swijtink made value her top focus for 2026, followed by a commitment to innovation.
Similar strategies have been observed in the industry, with Tim Hortons, Wendy’s, and Burger King also rolling out competitive meal deals and menu offerings.
Swijtink sees the competitive market as beneficial, stating, “Competition in the market pushes us to continually raise our standards for customer satisfaction.”