[McDonald's new growth plan](https://www.cnbc.com/2026/06/01/mcdonalds-mcd-unveils-growth-strategy.html) explicitly cites inflation and high gas prices crushing consumer traffic. Translation: pricing power is exhausted, volumes are declining, and they're pivoting because same-store sales are rolling over. This isn't a catalyst—it's a confession. The discretionary restaurant sector entered this phase when consumers stopped trading *up* to premium fast casual and started trading *down* to value.

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