Sources tipped the Wall Street Journal that at least 16 restaurant coops voted to advertise the chain's value menu, instead of the dollar drinks. Some franchisees have already lifted soda prices by several dimes, with at least one noting that the shift has "significantly improved" profits.
During a conference appearance in June, McDonald's (MCD) execs acknowledged the inflation reality, while also stressing that value and affordability were lynchpins of the brand.
"We're being very conscious to ensure that we kind of stay on the side of the consumer as we make decisions through this to ensure those really important fundamentals of our business around value and affordability stay as strong as they can." (read the full transcript)
McDonald's (MCD) has been a notable outperformer over the last six weeks with a 0.61% gain vs. the -7.47% drop for the S&P 500 Index.