This article is from 2024. It sounds like McDonald's has since realized they have a problem with their perceived value and that viral tweets about $20 Big Macs are not good for their image. Apparently they are taking steps to curb excessively high prices at certain locations (prices are set by franchisees) by conducting "value assessments" and potentially revoking the "right to renewal and transfer" for franchisees that don't comply [1].

[1] https://www.cnbc.com/2026/02/11/mcdonalds-value-franchisees....