When Annemarie Swijtink assumed leadership at McDonald’s Canada in September, the fast-food industry was under pressure. Decreased cattle herds led to higher ground beef prices, while challenges like climate change and crop diseases affected coffee supplies. Consumers were concerned about tariff issues and the rising costs of their favorite fast-food items.
To address these concerns, Swijtink announced a relief plan. McDonald’s Canada is freezing the price of a small coffee at $1 for at least a year and reducing the cost of its McValue meals to $5 for the same period, effective immediately. The McValue meals, which previously cost around $6, include options like Junior Chicken, McDouble, or chicken snack wrap with small fries and a fountain drink. Additionally, a new McValue breakfast range offers items like a sausage McMuffin, breakfast burrito, bagel with cream cheese, or a sausage McGriddle paired with a small coffee and a hash brown.
Swijtink emphasized that the price freeze aims to meet customers’ demands amid financial uncertainties. She stated, “Canadians are facing challenges and are insecure financially. What we are doing is listening and giving them what they want.”
McDonald’s global CEO, Christopher Kempczinski, had previously mentioned an expectation of reduced sales from lower-income customers in the U.S. in 2026 due to economic disparities. However, according to restaurant industry analyst Robert Carter, the pricing adjustments in Canada are more about maintaining customer loyalty and ensuring value for money.
McDonald’s Canada’s ability to implement these changes stems from its long-standing relationships with farmers and suppliers, spanning over 50 years, and its extensive network of 1,500 restaurants. The move comes at a time when public perception of fast food is evolving, with consumers seeking value in dining experiences.
Swijtink’s focus on delivering value aligns with industry trends, as other fast-food chains like Tim Hortons, Wendy’s, and Burger King have also introduced competitive meal deals in Canada. Swijtink views this competition positively, stating, “The market is really competitive, and from a customer perspective, that’s really good because that is always … elevating the bar for us.”
