Earlier in September, McDonald’s (MCD) CEO Chris Kempczinski raised the alarm about an emerging customer behavior.
The CEO analyzed McDonald’s sales, only to discover a sharp divide between two types of customers, suggesting economic struggles are not impacting everyone in the same way. According to Kempczinski, lower- and middle-income consumers are “under a lot of pressure in our industry.”
To address the issue of traffic for lower-income customers being “down double digits,” with many consumers skipping meals, McDonald’s has unveiled a new value offering.
The deal, launched on September 8, includes a $5 Sausage McMuffin with Egg meal, which comes with hash browns and a small coffee, and an $8 Big Mac meal with medium fries and a choice of medium soft drink.
McDonald’s strategy to win back customers struggling amid inflation and rising food prices doesn’t consist only of value offerings. The fast-food giant is also known for betting on nostalgia, as several generations associate its food with childhood memories.
In August, McDonald’s announced the relaunch of McDonaldland after 20 years. In its latest move, the company is returning a fan-favorite game, remembered for both for its popularity and the major scandal that once surrounded it.
McDonald’s revives its Monopoly game after a decade.
Image source: de-nue-pic/Shutterstock
McDonald’s reboots Monopoly, but with a modern twist
After a decade off the menu, McDonald’s beloved Monopoly game is back and reimagined for the digital age.
The original Monopoly board game dates back to 1903, when American anti-monopolist Lizzie Magie designed a game called “The Landlord’s Game” as an educational tool to explain the single tax theory and highlight the drawbacks of private monopolies.
McDonald’s Monopoly has a colorful and controversial history. In the 1990s, it was at the center of a massive fraud scandal, later documented in the HBO series “McMillion$.”
This time around, McDonald’s Monopoly has no physical board to track peeled-off pieces. Instead, the game has been revived in digital form and is available exclusively in the McDonald’s app for loyalty program members.
McDonald’s Monopoly 2025: rules and how to play
To play the revived and tech-powered McDonald’s Monopoly, consumers can order from the Monopoly at McDonald’s menu, then peel and play.
Importantly, no purchase is necessary to play; without purchase, you can request a game piece at amoe.playatmcd.com.
Through the app, you collect the proprietary pieces and any prizes you win.
Each game piece warrants a bonus play for a second chance to win in the app.
How to play McDonald’s Monopoly 2025
Getting started is easy. Here’s how to enter the game and start collecting prizes, per McDonald’s official instructions:
- Download the McDonald’s app on the App Store or Google Play.
- Register as a member to access the game.
- Order select items to receive a physical game piece or get a digital game piece by ordering in the app.
- Peel and play by scanning your piece in the app.
- Use your Bonus Play for a second chance to win through November 2.
Prizes you can win in McDonald’s Monopoly 2025
McDonald’s Monopoly 2025 offers a wide range of prizes — from free food to major brand experiences and a 2026 Jeep Grand Cherokee Limited.
Property Pieces prizes:
- 1 million American Airlines AAdvantage miles
- $50,000 vacation to a Monopoly Go! location
- $10,000 Lowe’s shopping spree
Bonus Play prizes:
- 2026 Jeep Grand Cherokee Limited
- $1 million in cash
- Exclusive experiences from The Coca-Cola Company
Free food prizes:
- Bacon, Egg & Cheese Biscuit
- Double Cheeseburger
- Snack Wrap
Customers could also win MyMcDonald’s Rewards points to use toward even more free food.
The McDonald’s Monopoly scam and scandal
Back in 2001, the Federal Bureau of Investigation (FBI) received an anonymous message that a few of the million-dollar winners were related. The investigation resulted in eight people’s arrests for cheating in the game by controlling the distribution of the high prize pieces into circulation, reports CNN.
According to the official announcement from the Department of Justice:
The individuals, including an employee of the marketing firm that administers the promotions who embezzled winning game pieces, are charged with fixing the outcome of McDonald’s contests — “Monopoly,” “Who Wants to be a Millionaire,” and other McDonald’s promotional games — by controlling the distribution of the high value prize pieces, such as $1 million grand prizes.
Related: McDonald’s brings an old favorite back to the US (with a catch)
Per the report, more than $13 million worth of grand prizes have been fraudulently won.
This fraud scheme denied McDonald’s customers a fair and equal chance of winning. Those involved in this type of corruption will find out that breaking the law is no game, said Attorney General John Ashcroft.
The scheme began as early as 1995, and the documentary aired on HBO in 2020.
McDonald’s strategy: discounts, nostalgia and loyalty program
Over the last couple of years, McDonald’s average prices per item grew around 40%, according to several reports. The chain faced harsh criticism, but until now, it attributed these increases to the rising cost of food, writes TheStreet’s Veronika Bondarenko.
According to data from the U.S. Department of Agriculture:
- The food-at-home (bought at grocery stores) CPI grew 2.2% from July 2024 to July 2025.
- The food-away-from-home (restaurant or fast food) CPI increased 3.9% from July 2024 to July 2025.
To increase sales and win back lower- and middle-income consumers, McDonald’s launched a few value sales recently.
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Reviving Monopoly is another way to attract nostalgic customers, while at the same time improving its loyalty program, which makes up “roughly a quarter” of its U.S. business.
After two consecutive quarters of declining sales, McDonald’s second quarter resulted in a U.S. sales increase of 2.5%, driven by promotion around “A Minecraft Movie” and the launch of McCrispy Strips.
During the second earnings call, Kempczinski said customers increased visits from roughly 10 to 26 once joining the loyalty program, as they were enticed by discounts, according to a transcript provided by Investing.com.
Kempczinski has been at the helm of McDonald’s for 10 years.