McDonald's faces a pricing crisis in the US: Big Mac prices have risen 23% since 2019, pushing price-conscious consumers to competitors like Burger King and Taco Bell. The company is responding with an $8.5 billion, 10-year "McDonald's Next" turnaround plan emphasizing technology, store renovations, and menu expansion into chicken and beverages. However, nearly 1 in 3 franchisees are resisting corporate pricing guidance, and stock has fallen 31% from February highs amid investor concerns that the capex requirements will cannibalize profits. The core challenge: McDonald's is no longer perceived as affordable fast food.