Supersized burgers, sharp deals, and loyalty drive growth

McDonald’s is rolling out its largest U.S. burger yet—the limited-time Big Arch—while layering on buzzy, tightly messaged deals to reinforce its value positioning in 2026. Strong recent comps and traffic gains are tied not just to pricing, but to menu innovation and digital engagement, especially through its loyalty program. Alongside peers like Starbucks and Chipotle, McDonald’s is using rewards ecosystems and promotional offers to keep value-conscious customers coming back in an increasingly competitive fast-food landscape.