The restaurant industry has been navigating a challenging economic landscape, with McDonald’s focusing on value messaging through initiatives like Extra Value Meals and Snack Wraps to drive sales. However, this emphasis on value has led to tensions among some franchise operators, who are pushing back against new pricing standards introduced by the company at the beginning of the year.

The National Owners Association, an independent franchisee advocate group, has issued a Franchisee Bill of Rights that asserts operators’ right to set prices independently and renew franchise agreements fairly. McDonald’s has implemented value assessments and warned of penalties for noncompliance, leading to concerns among operators about their relationship with the corporate arm. Despite these challenges, analysts are optimistic about McDonald’s stock performance and earnings growth potential following changes to its value strategy.