11:13 AM EDT, 09/03/2025 (MT Newswires) -- McDonald's (MCD) plans to improve its "value" perception and win back budget-conscious consumers, Oppenheimer said in a note emailed Wednesday after attending a sell-side event with Chief Executive Chris Kempczinski and Chief Financial Officer Ian Borden.

Before the event, the fast food giant announced the return of its "Extra Value Meals" with deeper price discounts, Oppenheimer said, adding the fast food giant will back franchisees via "incremental ad spend and temporary subsidies."

The average US McDonald's franchisee now has a 10% to 11% combo discount, compared with the new mandated 15%, the investment firm said.

McDonald's is expected to "take on financial risk associated with the price discounts until franchisees gain the incrementality required to cover the spread," the note said.

The investment firm said it sees the news update and meeting with management as a "positive", but it's keeping its domestic same-store sales growth forecasts for Q3 and Q4 unchanged at 2.5% and 3.8% respectively.

Oppenheimer has a perform rating on McDonald's.

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