Low-Income Consumers Move Away from Fast Food: McDonald's Sales Decline

Rising living costs and high restaurant prices in the US are changing the fast food habits of low-income consumers. This trend has directly impacted sales figures for industry leader McDonald's. Sales from households with annual incomes below $40,000 (approximately 1.9 million TL) fell by 2.4% in the second quarter of 2026 (April 1–June 30). The cost of this decline has been significant for the company. According to calculations, reduced demand from low-income consumers during this period resulted in a sales loss of approximately $310 million for McDonald's. This figure highlights how inflationary pressures and rising living costs are shaping consumer behavior. Experts note that this trend may not be limited to McDonald's, as other fast food chains catering to similar income groups could face comparable challenges. Households trying to balance their budgets amid high prices are increasingly opting to cook at home or choose more economical alternatives instead of dining out. It remains to be seen what strategy McDonald's will adopt in response. The company may review its pricing policies or launch special campaigns targeting low-income consumers. However, if current economic conditions persist, sales losses in this segment are expected to continue. This is not investment advice.