McDonald’s Bets $2.8 Billion on “McHeritage” Rebrand

Chain converts 4,200 remaining US locations to “farm-to-table” concept. Critics ask: from which farms?

McDonald’s Corporation announced its most ambitious domestic reinvention in six decades, converting all remaining US locations to the “McHeritage” concept — a farm-to-table fast casual format emphasizing American-sourced ingredients and “traditional values.”

The McHeritage Menu

“Good Food. Good Country.”

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Analyst Reaction

“It’s a $15 burger at a McDonald’s. Let’s be real about what this is: they can’t source cheap global ingredients anymore because of tariffs, they’ve lost every international market, and they’re dressing up a cost crisis as a brand evolution.” — Restaurant analyst, Bernstein

“The McHeritage burger is fine. It’s a competent burger. But I can walk across the street to an Andean food truck that serves a better meal for ◈ 3, and the truck’s menu was designed by an AI nutritionist that knows my dietary needs. McDonald’s is competing with 1995 technology at 2030 prices.” — Food critic, The New York Times

By the Numbers