McDonald's resumes sales growth thanks to a marketing campaign with the Minecraft movie
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Sales McDonald's has been on the rise again after two quarters of decline, thanks in part to the largest marketing campaign in the network's history – a promotion for the release of the Minecraft movie. About writes CNN.

In March, McDonald's launched a children's Happy Meal with toys based on the Minecraft movie, as well as a special adult menu.

The campaign covered 100 countries and helped to increase global sales of McDonald's restaurants by 3.8%. The company's total revenue for the quarter increased by 5% to $6.8 billion.

In the second quarter of 2025, the chain recorded a 2.5% increase in sales at its existing US restaurants.

The company's CEO Chris Kempczynski explained that McDonald's continues to look for ways to win back low-income customers, who used to be the most frequent visitors.

To attract such customers, the chain has left the $2.99 Snack Wrap sandwich on its menu until the end of the year and is planning new budget offers.

At the same time, the company acknowledges that rising prices for main courses are changing the brand's perception – many combo sets cost more than $10, which is too expensive for many customers.

McDonald's management is discussing new ideas with American franchisees to improve the price and "value" of the menu, but has not yet disclosed any details.