McDonald's Gold Sauce divides diners as chain tests nostalgia-driven items and a value-focused strategy

McDonald's launched its limited-time Gold Sauce on Sept. 3, drawing attention to a new line of items built around the gold condiment. The Gold Snack Wrap, Bacon Gold McCrispy, and Bacon Gold Deluxe McCrispy are part of the trial, which the company pitched as a nod to South Carolina barbecue.

Reaction online has been mixed, with some customers praising the nostalgic tie-in and others arguing the sauce is a copycat of Chick-fil-A's sauce or simply too sweet. A cross-section of social-media posts highlighted the differing opinions, including comparisons to rival chains and questions about whether the flavor profile offers enough depth.

McDonald's also rolled out the Gold items alongside broader efforts to revive sales. The company reported a 3.6% decline in profits in the first quarter, followed by a 2.5% rebound in the second quarter. To lure budget-minded diners, McDonald's relaunched Extra Value Meals on Sept. 8, offering eight combo options that are about 15% cheaper than buying items separately. The lineup includes classics such as the Big Mac, Sausage McMuffin with Egg, and a 10-piece Chicken McNuggets. Breakfast items come with hash browns and a small coffee, while other meals include medium fries and a medium soft drink. Two especially discounted combos stood out: a $5 Sausage McMuffin with Egg combo and an $8 Big Mac combo.

The price- and value-focused push comes as McDonald's faced scrutiny last year over high menu prices, a context the chain sought to address with value-oriented promotions. "Customers are telling us they need more of the everyday value and affordability that defines the McDonald's brand," said Joe Erlinger, head of McDonald's U.S. business.

Beyond menu changes, the company is pursuing growth through a plan to add 900 new U.S. locations by the end of 2027 and to deploy AI technology across thousands of restaurants. It also completed its biggest hiring push since 2020 this summer by employing 375,000 workers in the United States.

Separately, World 101's Best Steak Restaurants released its top 25 rankings for burgers that money can buy, a ranking that underscored a shift in the global burger landscape. European venues dominated the list, securing eight of the top ten spots, with London-area venues well represented. No U.S. restaurants appeared in the top ten, though four U.S. restaurants—four in New York—plus one in Chicago and one in Los Angeles—cracked the top 25. The organization dispatched 21 experts around the world to sample more than 1,200 products, evaluating meat quality, flavor, guest experience and online presence.

The mixed response to Gold Sauce comes as McDonald's continues to balance menu experimentation with broad-scale strategy aimed at broadening appeal and improving margins in a competitive fast-food market.