The elimination of the drink comp in some McDonald’s branches in the United States is generating dissatisfaction among customers, who consider that the chain is taking away benefits that for years were part of the experience.
Signs in restaurants announce the change
Notices have begun to appear in different locations informing that refills of drinks are no longer allowed.
Some of these signs state: “Sorry. No understanding up. Thank you for your understanding.”
Other similar messages state: “There is no understand up. Thank you for your cooperation.”
For decades, the ability to refill soda at no additional cost has become common in fast food restaurants, especially since the expansion of self-service machines in the 1980s.
This turned chains like McDonald’s into spaces where customers could stay longer and serve themselves drinks freely.
End of self-service drives change
In 2023, McDonald’s announced that would phase out beverage stations self-service in dining rooms in the United States, with the goal of completely removing them by 2032.
With these machines gone, customers can no longer refill their drinks themselves.
Furthermore, the decision of whether or not to offer understand up is now in the hands of the franchisees.
About 95% of McDonald’s restaurants are operated by independent franchisees, which has caused policies to vary: some locations still allow understand up, while others have restricted or eliminated them entirely.
Changes in the business model
This measure is part of a broader transformation in the chain’s operation, which increasingly focuses on the pressure-by service, home deliveries and app ordersrather than the experience inside the restaurant.
Moving beverage stations behind the counter allows operators to have greater control over costs, staff, and the time customers stay in the store.
Customer reactions
The change has drawn criticism, especially in a context where menu prices have increased and customer traffic has decreased.
Some consumers consider the elimination of the comprise up to be another cut after years of price increases.
According to the Every day Mail, on social networks, a user expressed: “Prices continue to rise and they continue to remove what was previously included.”
Another comment reflected traditional discontent: “They took every last cent from us and then they said there are no refills.”
There are also those who see this change as a loss of what the brand stood for.
One customer wrote: “I miss eating at McDonald’s with my dad…refilling your soda and having all the sauce you wanted.”
Another added: “McDonald’s doesn’t even feel like McDonald’s anymore.”
A change in the middle of the competition
Although McDonald’s remains one of the most profitable restaurant chains in the world, it faces new challenges. Even has lost first place in number of branches globally compared to the Chinese chain Mixue Ice Cream & Tea.
In this scenario, the elimination of benefits such as understand up could reinforce the perception that customers receive less for their money, despite the company’s efforts to attract them with promotions and affordable menus.
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