McDonald’s has been aggressively increasing prices, but customers are beginning to resist.

Corporate America is encountering resistance as it attempts to further raise prices, particularly as consumers in certain markets push back against the trend.

At McDonald’s, a company known for its ability to increase menu prices without significant impact on sales, executives are acknowledging the need to address affordability concerns among customers. With weaker-than-expected sales reported at its US stores, CEO Chris Kempczinski addressed the issue, acknowledging the strain on consumers’ wallets.

Kempczinski highlighted the increasing affordability of eating at home compared to dining out, with grocery prices rising only 1.3% in 2023 while dining out costs surged by 5.2%, according to the latest Consumer Price Index report. This discrepancy is particularly challenging for lower-income consumers, a crucial demographic for McDonald’s.

While Kempczinski didn’t provide specific details on price cuts, he emphasized a shift in focus towards affordability, contrasting with earlier statements boasting about the success of price increases. McDonald’s declined to comment on specific price adjustments but reiterated its commitment to offering affordable options to consumers.

The rising cost of basic necessities, including food, has sparked frustration among consumers, with McDonald’s often becoming the target of criticism on social media platforms like TikTok. Viral stories highlighting exorbitant prices, such as $18 Big Mac meals at certain locations, reflect a broader concern over affordability.

On TikTok, users frequently express outrage at McDonald’s pricing, particularly for items like hash browns priced at over $3. Some videos humorously critique the cost of items like medium French fries, which can be comparable to the price of a Filet-o-Fish sandwich.

Although McDonald’s prices vary depending on location, recent trends indicate a growing resistance to higher prices among customers, particularly those with lower incomes. Kempczinski emphasized the importance of affordability and hinted at a potential return of the Dollar Menu, reaffirming the company’s commitment to its “D123” strategy, which offers select items priced between $1 and $3.