Japan's McDonald's has officially announced price increases affecting approximately 40% of its menu items beginning March 12, 2025. This decision, which will impact popular offerings including hamburgers and fries, has been met with mixed reactions from consumers.
The company revealed on March 10, 2025, the new prices, which will see hamburgers rise from 170 yen to 190 yen, and small fries increase from 190 yen to 200 yen. The price hikes will range between 10 and 30 yen for various items, reflecting the rising costs associated with energy, logistics, and labor.
Among the items affected are the Double Cheeseburger, Chicken McNuggets, and Happy Sets, with the latter seeing prices increase from the previous 490-520 yen range to 510-540 yen. To offset these price changes and retain customers, McDonald's is introducing new set meals priced around 500 yen, aiming to soften the blow of the increased prices.
"The recent spikes in energy costs, logistics fees, and labor costs are driving these changes, and we seek to continue providing satisfying customer experiences at our stores," the company statement noted.
This price increase follows recent price adjustments from competitor Mos Burger, which announced similar changes just days earlier, on March 3, 2025. The trend has raised concerns among customers, particularly those loyal to the fast-food staples of both chains.
Online reactions have already begun flowing, with comments highlighting the perceived rapid pace of price increases. Customers have lamented the loss of the fast-food chain's affordable image; phrases like, "That's it, I’m definitely going to Mos now," capture the outcry from McDonald's patrons who feel priced out of their usual meals. Other comments have reflected similar sentiments, with tweets saying, "The pace of price increases is outrageous," and, "Is McDonald's becoming premium now?".
The company has mentioned plans to adjust prices differently across specific locations, especially urban areas. Customers utilizing delivery services will also notice changes. For example, the price of the Big Mac will rise from 650 yen to 690 yen, and the Double Cheeseburger will increase from 590 yen to 630 yen as part of the delivery service pricing changes.
While the company vows to maintain certain price points for popular items like the Double Cheeseburger (value set remains at 700 yen) and medium fries (330 yen), it emphasizes the necessity of the price adjustments due to consistent cost increases over the months.
McDonald's also rolled out its 'Tokuni McDonald's' campaign starting March 10, 2025, which offers promotional pricing on popular menu items. The promotion allows customers to buy selected items for just 100 yen, as well as enticing coupons distributed through the official McDonald's app highlighting daily deals.
With the price increase slated for March 12, the hamburger and fries increases are part of broader adjustments across the industry, prompting market analysts to speculate about future price trends within the fast-food industry and consumer spending patterns.
The recent series of hikes marks McDonald's first significant price increase since January 2024, yet customers are left wondering if these price rises will impact their dining choices long term.
Will this shift lead to McDonald's losing its customer base to competitors like Mos Burger? Only time will tell as consumers weigh affordability against brand loyalty.