How Latino entrepreneurs—and even McDonald’s—are redefining value to survive, compete, and grow in today’s economy
In today’s crowded economy, success is rarely about having the cheapest product or the loudest marketing. It comes down to something far more fundamental: a clear value proposition—the reason a customer chooses you over every other option.
For Latino entrepreneurs, who often build businesses with limited capital but deep community ties, a strong value proposition is not optional. It is the foundation of growth, trust, and sustainability.
What a value proposition really is
A value proposition is a promise. It explains what you offer, who it is for, and why it matters more than alternatives. It goes beyond features or pricing and speaks directly to the customer’s unmet need.
According to Harvard Business School research, companies that articulate value clearly are better positioned to adapt to market shifts—something especially critical for small and family-owned businesses.
A global example: McDonald’s listens—and adapts
McDonald’s provides a timely illustration of how value propositions evolve. After hearing consistent feedback that customers wanted bigger, more satisfying burgers, the company began testing larger offerings, including the “Big Arch”—a 14-ounce beef burger with three slices of cheese.
Rather than simply upsizing, McDonald’s tied the move to its broader “Best Burger” initiative, improving bun texture, patty juiciness, and overall quality. As CEO Chris Kempczinski has stated, the goal is not just “more food,” but better value—a larger, higher-quality product that feels worth the price. Successful tests in Canada and Europe have positioned these burgers for a U.S. rollout in 2025 or 2026, according to CNN and the New York Post.
The lesson is clear: value propositions start with listening.
Why this matters for Latino-owned businesses
Research from the Stanford Latino Entrepreneurship Initiative shows Latino-owned businesses are among the fastest-growing in the U.S., yet face persistent barriers to capital and scale. A strong value proposition helps overcome those barriers by:
-
Differentiating from large chains and platforms
-
Communicating cultural relevance and trust
-
Strengthening marketing and sales clarity
-
Building long-term customer loyalty
How to build one that works
Start by identifying a real customer need. Translate what you offer into tangible benefits. Connect those benefits directly to the problem you solve—and explain why your solution is different.
Whether you’re running a food stand, a tech startup, or a service business, the principle is the same: if customers can’t immediately understand your value, they won’t choose you.
In an economy increasingly shaped by Latino entrepreneurship, a strong value proposition doesn’t just drive sales—it secures your place in the market.
