Upon assuming leadership at McDonald’s Canada in September, Annemarie Swijtink encountered a challenging environment for fast-food enterprises.
The scarcity of cattle had driven up ground beef prices, while coffee, a key menu item, faced threats from climate change and crop diseases. This confluence of factors left consumers uneasy due to tariff concerns and the gradual increase in their favorite fast-food items’ prices.
To address these concerns, Swijtink has taken action. She recently announced that the price of a small cup of coffee at McDonald’s Canada will remain at $1 for at least a year, and the cost of McValue meals will be reduced to $5 for the same period, effective immediately, as per a press release.
Initially priced at about $6, the McValue meals, which include options like Junior Chicken, McDouble, or chicken snack wrap paired with small fries and a fountain drink, were introduced in 2024. Additionally, a new McValue breakfast lineup now features 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’s decision to freeze prices was driven by customer preferences. She emphasized, “Canadians are facing challenges and are insecure financially. What we are doing is listening and giving them what they want.”
Shift in Public Perception of Fast Food
While McDonald’s global CEO, Christopher Kempczinski, had anticipated a decline in sales from lower-income diners in the U.S. in 2026, the move by McDonald’s Canada does not necessarily indicate a decrease in customer traffic, according to Robert Carter, a restaurant industry analyst with Straton Hunter Group in Toronto.
Carter explained that the focus is on maintaining the frequency of customer visits. With one of the highest restaurant usage rates globally, ensuring consumers feel satisfied with their spending choices is crucial for quick-service restaurants.
McDonald’s Canada’s ability to implement these price adjustments stems from its longstanding relationships with farmers and suppliers spanning over half a century, as well as the operational efficiency gained from its 1,500 restaurants, Swijtink disclosed.
The evolving public perception of fast food, where consumers prioritize value more than ever, has prompted shifts in the industry. Customers now closely scrutinize prices, especially for popular menu items like the Big Mac or limited-time offers, leading to a heightened emphasis on providing value.
Swijtink’s focus on delivering value aligns with her observations during visits to Canadian restaurants, where she recognized the importance of value to consumers. This emphasis on value, along with innovation, forms her key priorities for 2026.
Considering the competitive market landscape, where rivals like Tim Hortons, Wendy’s, and Burger King have also introduced meal deals and value offerings, Swijtink views this competition as beneficial for elevating standards within the industry.
