But recent headlines reporting declines in sales (US McDonald’s outlets that have been open at least a year sank 3.6% in the first three months of 2025 compared to a year earlier) and our fresh consumer survey suggests the brand is slipping with its core audience.

We surveyed 1,000 U.S. consumers to dig into how they feel about McDonald’s today, and what changes would reignite their loyalty. The insights are clear, candid, and a wake-up call.

TL;DR summary of McDonald’s shopper survey

• 1 in 3 Americans are visiting McDonald’s less often, citing price, quality and nostalgia.
• “Too expensive” was the most common complaint — with many saying they get better value elsewhere.
• Inconsistent food quality and a loss of iconic menu items have hurt the brand’s appeal.
• 75% of respondents said value deals influence their decision to visit.
• Health trends and GLP-1 usage are shifting fast food habits — over 80% of users say they’ve cut back.
• Consumers still want to love McDonald’s — but they expect more consistency, value and care.

McDonald’s shopper survey results

The decline is real: one in three visit less often

When asked how their McDonald’s visit frequency has changed over the last six months:

• 32% are visiting less often — with 19% saying much less
• 34% are visiting more often
• The rest (30%) said their habits haven’t changed

This isn’t an exodus, but it’s enough of a shift to dent revenue- especially with higher input costs and tighter consumer wallets.

What’s behind the drop? Consumers say it’s not just the food

We gave respondents the chance to answer openly about what’s turned them off. Their answers paint a vivid picture of shifting expectations — and where McDonald’s may be missing the mark.

1. “It’s too expensive now”

Value was once McDonald’s cornerstone. Today, it’s the most common complaint.

“$15 for a meal? I can sit down and eat somewhere better.”

Consumers repeatedly mentioned that prices have outpaced what they’re getting in return. With inflation still biting, customers expect more from every dollar.

2. “Quality and consistency are lacking”

This wasn’t just about taste — though that came up a lot. Respondents to our survey noted:

• Lukewarm or messy orders
• Burgers that feel smaller or “thrown together”
• Inconsistency across locations
• “The quality isn’t there anymore — and you never know what you’re going to get.”

It’s not that McDonald’s food has radically changed. It’s that in a world full of upgraded fast-casual options, bland and inconsistent just doesn’t cut it.

3. “I miss the old McDonald’s”

Nostalgia was an unexpected — but strong — theme. From the McRib to 2-for-1 deals, many respondents brought up beloved past offerings they wish would return.

• “Bring back the fajitas and the dollar menu!”

This speaks to an emotional connection consumers had with the brand — one that’s faded in recent years. McDonald’s is already addressing one aspect of this, by bringing back the Chicken Snack Wrap as a permanent addition to the menu. 

Using Attest’s AI Summary tool, here’s a concise readout of these insightful open-text responses:

What would win them back?

Bring back value

With rising inflation and continued economic uncertainty, consumers want to feel like their money stretches further. 

• A whopping 75% of consumers said that value or promotional deals are important in their choice to visit McDonald’s. 
• Of those surveyed, over half are reporting that their household’s disposable income is influencing their decision whether or not to eat out at fast food restaurants. 

Focus on quality and care

Of those visiting McDonald’s less frequently, 43% cited a desire for healthier meals as a key reason. As GLP-1 weight-loss medications like Ozempic and Wegovy become more mainstream, this trend is only accelerating. Among the 20% of respondents who either take these medications or live with someone who does, over 80% have cut back on fast food visits.

This presents a clear opportunity: McDonald’s can better serve this growing health-conscious segment by offering lower-calorie, high-protein, nutrient-dense menu items tailored to GLP-1 users’ changing appetites and goals. Introducing thoughtfully crafted meals with lean proteins, fiber-rich sides, and clean ingredients could position the brand as both convenient and compatible with modern health journeys.

Innovate around nostalgia

Ironically, one of McDonald’s best paths forward may be behind them. Reintroducing iconic items (even in limited runs) or celebrating classic menu moments could rekindle that connection.

Consumer sentiment in a snapshot:

Final thoughts

The data tells a simple but urgent story. Consumers still want to love McDonald’s — but the experience isn’t matching up to the price or the memory. 

The good news? This isn’t a brand with a loyalty problem — over half of respondents reflect no change in the perception of McDonald’s brand image, despite the drop in sales. It’s a brand with a value and consistency problem — and those are fixable. If McDonald’s can realign with what made it iconic while innovating to meet modern tastes, it may not just rebound — it could reignite.

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The post Why McDonald’s is losing ground and what consumers say will bring them back appeared first on Attest.

🧠 AI is hot – but trust and use cases matter

There’s no two ways about it – AI is dominating the conversation. But there’s growing skepticism around concepts like synthetic audiences. Being able to boost an audience by inferring new respondents was better received. There’s also a buzz around AI-moderated qual tools and persona-based AI agents, but trust and data accuracy remain critical factors in adoption.

Consumer Adoption of AI Report

How are consumers using AI in 2025? Learn how technology is reshaping the consumer experience.

Download now!

📉 Data quality is in crisis

Bots are gaming the system. 3% of devices are responsible for a whopping 19% of survey responses! Quality is the number-one concern for in-house researchers, whether you’re surveying your own audience or using an external panel.

🔒 Privacy is paramount

Customers are ever more wary of their data being used to train AI models. Compliance and communication are key to staying ahead of the curve. For larger companies, navigating internal controls on this is also key

🧩 Manual analysis is a bottleneck

Despite the self-serve boom, teams are frustrated with the lack of automation in analysis.

Bottom line

Researchers are hungry for better tools, cleaner data, and real AI value—not hype.

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We analyzed a recent Attest survey of 1,000 working-age Americans to uncover key insights.

Quick summary

• Most Americans expect tax refunds under $3,000, but some anticipate over $5,000.
• 34% plan to use refunds to pay off debt, while 40.3% intend to save or invest.
• Nearly 25% of consumers, especially Millennials, plan to buy cryptocurrency.
• Almost 70% are saving due to economic uncertainty, while those with improved finances are more likely to spend.
• Lowering individual tax rates is the most popular tax policy change, followed by taxing corporations and simplifying filing.
• Refund spending patterns reflect a mix of financial caution, debt management, and selective discretionary spending.

Tax return expectations 

The survey results indicate a wide range of expectations when it comes to tax refunds:

• 23.6% of respondents expect less than $500.
• 16.9% anticipate receiving between $500 and $1,000.
• 20% expect a refund between $1,000 and $3,000.
• 9.3% foresee a return of $3,000 to $5,000.
• 7.8% anticipate receiving more than $5,000.

These figures suggest that while a significant portion of Americans expect modest refunds, a substantial number anticipate larger sums, making tax season a critical financial moment for many households.

How will Americans spend their refunds? 

Understanding where this money will go can shed light on broader economic trends. According to our survey:

• 34% plan to pay off credit card debt or other loans, highlighting concerns about personal debt levels.
• 40.3% of respondents intend to save or invest their refunds, indicating a cautious approach in an uncertain economy.
• Some plan to use their refunds for day-to-day expenses, suggesting financial strain.
• On the flip side, over a third of Americans are looking at discretionary spending, including travel or major purchases, reflecting some confidence in personal finances.

What this says about economic sentiment 

The fact that over one third of respondents are prioritizing debt repayment points to lingering financial stress, possibly from high interest rates and inflation. The emphasis on saving suggests many are bracing for economic uncertainty. However, those who are spending on non-essentials signal that not everyone is feeling the financial squeeze.

The foray into crypto

Of those that are saving or investing their tax returns, we see the majority of respondents deciding to invest either in their retirement accounts (40.8%) or the stock market (36%). Surprisingly to some, investments in cryptocurrency rounds out the list, with almost a quarter of respondents opting to purchase crypto.

The differences in generational investing become more apparent in this crosstab, where we see that Millennials are significantly more likely to invest in cryptocurrency when compared to the total.

Americans’ economic outlook in 2025

We see an almost even split of respondents who have had either a positive change, a negative change, or no change to their financial situation in the last year. This split seems to be a main driver on how that outlook is influencing spending.

Those whose financial situation has improved are overindexing on spending their tax returns, while those whose situation has gotten worse are more likely to save their return this  year. All in all, almost 70% of respondents are planning to save their returns due to the outlook on the economy.

One question revealed strong support for tax-related policy changes, with lowering individual income tax rates (42.4%) emerging as the most favored option, particularly among Boomers (49.4%) and Gen Z (45.1%). Increasing taxes on corporations and high-income earners (33.0%) was the second most popular choice, with Boomers (36.9%) showing the highest support. 

Simplifying the tax filing process (26.8%) was another priority across all generations. Notably, Millennials (29.1%) showed the strongest support for expanding tax credits, while Boomers (10.6%) were least in favor. These findings highlight generational divides in tax policy preferences, with younger generations favoring broader financial support and older groups prioritizing tax reductions.

Overall, the 2025 tax season appears to be a mix of financial caution and necessity, with only a portion of Americans feeling comfortable enough to spend freely. This aligns with broader economic concerns about inflation, rising costs, and potential financial instability. 

Tax refunds provide a valuable snapshot of consumer behavior and economic sentiment. This year’s data suggests that while some Americans are using their refunds to get ahead financially, others remain cautious, prioritizing savings and debt repayment over discretionary spending.

As we move further into 2025, these spending patterns will likely reflect the ongoing economic climate and shape financial behaviors throughout the year.

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