On Wednesday, McDonald's (MCD.US) opened lower and continued its downward slide, with shares dropping nearly 5% at the time of writing. This adds to a cumulative decline of nearly 30% since March, underscoring growing investor concerns about the fast-food giant's domestic performance.

The stock's slide comes ahead of a critical "Investor Day" event scheduled for September 23. This highly anticipated update is expected to provide investors with insight into how management plans to revitalize US growth momentum while simultaneously sustaining expansion in international markets. Despite McDonald's having generally outperformed its fast-food rivals in recent years, the company is now actively seeking to avoid a prolonged downturn in the United States—especially as Burger King accelerates its own growth trajectory.

Following what has been the slowest period of US business growth in over a year, McDonald's is currently adjusting its value strategy portfolio. According to a message sent to franchise operators, the company will collaborate with franchisees over the coming weeks to develop a more "long-term" plan designed to attract value-conscious diners. In parallel, McDonald's is building a "short-term transition plan" that features limited-time product offerings and digital promotions, with a focus on categories that are currently performing well.

To drive immediate customer engagement, the company's mobile application now allows customers to purchase a breakfast sandwich for $2, or receive free french fries with a minimum purchase of $1—a tactical move aimed at bolstering foot traffic and same-store sales during this transitional period.