McDonald’s is finding ways to grow even as many of its U.S. customers pull back.

The fast-food giant said same-store sales rose 3.6% last quarter, thanks mostly to higher menu prices and solid international demand. Profits came in a little shy of Wall Street’s expectations, but the bigger story is who’s actually showing up… and who’s not.

In the U.S., same-store sales climbed 2.4%, beating forecasts. But that growth didn’t come from longer drive-thru lines. It came from the people who did visit spending more per trip. As CEO Chris Kempczinski put it, “We continue to see a split consumer base.” In other words: higher-income customers are ordering more, while lower-income diners are cutting back… a trend McDonald’s says has been going on for nearly two years.

That divide is creating a balancing act. Wealthier customers don’t seem to mind paying a little extra for a Big Mac and fries, but many families are skipping those extra visits altogether. Fewer people are coming in, yet the average order size keeps growing. McDonald’s is making more money per meal but serving fewer of them.

To bring back budget-conscious diners, the company is turning to nostalgia. It revived its long-lost Snack Wraps (priced at $2.99) and relaunched its Extra Value Meals. CFO Ian Borden said the Snack Wrap comeback was “one of the most successful chicken launches in recent history,” with roughly one in five customers ordering one during the first month. That’s no small feat in a market where fast food has started to feel more like a treat than a cheap meal.

Outside the U.S., things looked healthier. International markets like Canada, Germany, and Australia saw same-store sales rise 4.3%, while licensed markets (including Japan) grew 4.7%. Altogether, global revenue increased 3% to $7.08 billion, and net income edged up 1% to $2.28 billion.

Investors liked the steady performance. McDonald’s shares rose about 3% after the report, with analysts pointing to its digital growth and global scale as key strengths. Nearly $9 billion in quarterly sales came from loyalty members alone… proof that McDonald’s digital push is paying off, even as the broader economy cools.

Still, the company’s results highlight a bigger truth about the times we’re living in. When a $5 Meal Deal is considered the most affordable option around, it says a lot about where household budgets stand today.

For now, McDonald’s seems content to lean on its pricing power and brand loyalty to keep the food moving out of the kitchen. But even the world’s biggest fast-food chain knows there’s a limit to how far it can raise prices. Push too hard, and the Golden Arches might start glowing for a smaller crowd.

At the time of publishing this article, Stocks.News holds positions in McDonald’s as mentioned in the article.