If they‘re already losing costumers (we‘re talking about McD costumers here. People who have been loyally buying their junk for their entire life) then it‘s already too late. People who already turned their back on a product that‘s mainly driven by brand power will not return if you just reduce prices a little again. That‘s because it took a lot more crap for them to leave than they‘re willing to come back for once they‘re gone. If McD is really openly considering to lower prices, they‘re in deep trouble.