When Annemarie Swijtink assumed the leadership role at McDonald’s Canada in September, the fast-food industry was under pressure. Decreased cattle herds led to higher ground beef prices, and challenges from climate change and crop diseases affected coffee availability. Consumers were concerned about tariff tensions and the rising prices of their favorite fast-food items.
To address these concerns, Swijtink unveiled new initiatives. McDonald’s Canada will maintain the price of a small coffee at $1 for at least a year and reduce the cost of its McValue meals to $5 during the same period, effective immediately. These meals, originally priced at about $6 since 2024, include options like Junior Chicken, McDouble, or a chicken snack wrap paired with small fries and a fountain drink.
Additionally, a new McValue breakfast selection offers items like a sausage McMuffin, breakfast burrito, bagel with cream cheese, or a sausage McGriddle with a small coffee and a hash brown.
Swijtink emphasized that the decision to freeze prices was driven by customer feedback. She stated, “Canadians are facing challenges and financial insecurity. We are responding by providing what they desire.”
The shift in public perception towards fast food has influenced industry strategies. Despite McDonald’s global CEO, Christopher Kempczinski, anticipating reduced sales from lower-income U.S. diners in 2026, the Canadian arm’s pricing adjustments aim to maintain customer loyalty and satisfaction.
With longstanding relationships with farmers and suppliers spanning over five decades and operating 1,500 restaurants, McDonald’s Canada can leverage its scale for cost savings, according to Swijtink. The move reflects a broader trend where consumers prioritize value when dining out, prompting industry players to adapt their offerings.
Swijtink’s focus on value aligns with industry trends, where competitors like Tim Hortons, Wendy’s, and Burger King have introduced similar meal deals in Canada. Swijtink views competition positively, stating that it elevates industry standards and benefits consumers.
As Swijtink leads McDonald’s Canada, she emphasizes understanding customer preferences, prioritizing value, and fostering innovation in the fast-food landscape. Her approach mirrors industry trends of adapting to evolving consumer demands and enhancing value propositions in a competitive market.
