When they began "value meals" last summer (which don't include their flagship items) they also removed the best deals from the app, the ones that did include Big Mac, QPC, 10-nuggets. I've placed one non-breakfast order in 6-8 months, whenever they started this.
I'm just one person, but if a customer declines from an expected 15-20 visits over a half-year period to 1, and you don't adjust your offer algorithm (and you're the biggest restaurant company in the world so no lack of resources), something is seriously wrong.
Whatever they're doing also isn't working for me.
They've captured the user base with the money that corporate was pumping into the app deals, and are in the process of enshittifying it by transferring the value to themselves instead of the users.
If McDonald's enshittifies its deals while continuing to raise prices, it's way too easy for loyal customers to go elsewhere. I'm saying this as a huge fan and extremely loyal customer of McDonald's for decades... they are at serious risk of losing people like me. As I stated, I've gone from 15-20 visits to 1 since last June/July, whenever they made the big change.
I agree with you that I'd be surprised if Enshittification works as well here as it does in tech, but maybe since there's an app involved, they just think they can get away with it. Who knows.
That's the whole point of data analytics and personalized marketing - even if the value meal works for most people they can still go back to sending me the offers and promotions I responded to previously, in an attempt to reverse my recent decline in spend/visitation. The app makes it possible to send individualized offers. There shouldn't be an entire "B" group where they just say, oh well.