---
id: "quote-mcdonalds-value"
type: "quote"
source_timestamps: ["¶5"]
tags: ["corporate-strategy", "inflation"]
related: ["entity-mcdonalds", "entity-chris-kempczinski"]
speakers: ["Chris Kempczinski"]
speaker: "Chris Kempczinski"
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-ext-22-art-of-discounting"
sourceUrl: "https://hbr.org/2026/05/the-art-of-discounting"
sourceTitle: "The Art of Discounting"
---
# McDonald's commitment to value

> "McDonald's is not going to get beat on value and affordability."
> — [[entity-chris-kempczinski|Chris Kempczinski]], CEO of [[entity-mcdonalds-d5|McDonald's]]

Delivered in a 2024/2025 earnings-call context, the line shows a market leader treating aggressive, traffic-driving discounting as a strategic imperative during inflation — the real-world face of strategy 4 in [[framework-five-discounting-strategies]].