Annemarie Swijtink assumed the leadership role at McDonald’s Canada amidst challenging times for fast-food companies. Escalating prices of ground beef due to reduced cattle herds and coffee supply disruptions from climate change and crop diseases were causing concern among consumers. To address these issues, Swijtink took action by announcing a price freeze on small cups of coffee at $1 and lowering the cost of McValue meals to $5 for at least a year, effective immediately.
The McValue meals, which previously cost around $6, now include options like Junior Chicken, McDouble, or chicken snack wrap paired with small fries and a fountain drink. Additionally, a new McValue breakfast lineup offers choices such as a sausage McMuffin, breakfast burrito, or bagel with cream cheese alongside a small coffee and a hash brown.
Swijtink emphasized that these price adjustments were in response to the financial insecurities faced by Canadians, stating that McDonald’s Canada is focusing on meeting customer needs. Despite global CEO Christopher Kempczinski’s earlier projections of reduced sales from lower-income diners in the U.S., industry analyst Robert Carter noted that McDonald’s Canadian initiative aims to maintain customer loyalty and satisfaction.
McDonald’s Canada’s ability to implement these price changes stems from long-standing relationships with farmers and suppliers, coupled with operational efficiencies from its extensive network of 1,500 restaurants. Swijtink’s strategic decision aligns with changing consumer perceptions of fast food, where value is increasingly prioritized over premium pricing. This shift in consumer behavior has prompted leading fast-food chains like McDonald’s to reevaluate their pricing strategies to remain competitive in the market.
Swijtink, drawing from her experience and observations, identified value as a key focus for McDonald’s Canada in 2026, followed by a commitment to innovation. The industry trend towards offering meal deals and value combos is evident not only at McDonald’s but also at competitors like Tim Hortons, Wendy’s, and Burger King. Swijtink views this competitive landscape positively, believing that it drives continuous improvement and raises the standards for all players in the market.