Jefferies Passes Go, McDonald’s Collects a Buy Rating
McDonald’s revives its legendary Monopoly promotion in the U.S., aiming to boost traffic, digital sign-ups, and investor confidence amid a fiercely competitive fast-food market.

McDonald’s is dusting off one of its most iconic marketing campaigns, bringing the Monopoly game back to the U.S. for the first time in nearly a decade. For Wall Street, this is more than just a nostalgic throwback. Jefferies analyst Andy Barish sees it as a potential turning point for the fast-food giant, giving the company a powerful lever to boost sales, loyalty sign-ups, and digital engagement at a time when the industry is under pressure.
The stock hasn’t been a runaway success in 2025, up just over three percent year-to-date compared to the S&P 500’s fifteen percent surge. Still, Jefferies is holding firm on a Buy rating and a $360 price target, betting that a mix of value-driven promotions and renewed customer excitement will tip the scales. McDonald’s has struggled with weaker global same-store sales and consumer cutbacks in the face of inflation, yet it has consistently beaten profit expectations. Monopoly, coupled with its recently introduced Extra Value Meals, could be the jolt it needs.
McDonald’s is pairing the promotion with discounts of about fifteen percent on Big Macs, McCrispys, and other staples when ordered as part of value meals. Analysts expect this to trim near-term sales growth but attract heavier foot traffic in the fourth quarter. To fuel the push, the company is pouring forty million dollars into advertising while offering rent rebates to franchisees, who operate more than ninety percent of U.S. locations. The campaign underscores McDonald’s reliance on big swings to maintain customer momentum.
