Annemarie Swijtink assumed leadership at McDonald’s Canada amid challenges in the fast-food industry. Escalating ground beef prices due to reduced cattle herds and coffee supply issues from climate change and crop disease had put pressure on consumers. To alleviate concerns, Swijtink unveiled measures to provide relief. McDonald’s Canada announced a freeze on the price of a small coffee at $1 for a minimum of one year and reduced the cost of its McValue meals to $5 for the same period, effective immediately.
The McValue meals, previously priced at around $6 since their launch in 2024, now offer options like Junior Chicken, McDouble, or chicken snack wrap paired with small fries and a fountain drink. Additionally, a new breakfast segment includes choices such as a sausage McMuffin, breakfast burrito, bagel with cream cheese, or a sausage McGriddle with small coffee and a hash brown. Swijtink emphasized that these price adjustments cater to customer preferences during financially uncertain times, stating, “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 projected reduced sales from lower-income consumers in the U.S. for 2026. However, Robert Carter, a restaurant industry analyst, highlighted that the price adjustments in Canada aimed at maintaining customer loyalty rather than reflecting a decline in customer traffic. McDonald’s Canada’s ability to implement these changes was facilitated by its longstanding relationships with farmers and suppliers spanning over 50 years and operating 1,500 restaurants, allowing for cost savings due to high volumes.
The move to freeze prices comes amidst a shift in public perception towards fast food, where consumers increasingly prioritize value when dining out. McDonald’s has also faced scrutiny over the pricing of popular menu items like the Big Mac. Swijtink’s focus for 2026 is on providing value to customers and fostering innovation. The industry trend towards offering meal deals is evident, with competitors like Tim Hortons and Wendy’s introducing similar promotions 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.”