Value is the key to McDonald's growth plans, but it's creating tensions with some franchisees

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The restaurant sector has spent the past 18 months trying to figure out how to reach consumers in a hypercompetitive and uneven economy. McDonald’s

, which is set to report earnings after the bell Wednesday, has doubled down on value messaging to customers via Extra Value Meals and Snack Wraps, which will likely help to boost sales this quarter.

But the focus on value has caused frustrations at times among parts of the chain’s operator base.

The company rolled out new franchise standards for McDonald’s operators on Jan. 1, including assessing locations on how their prices deliver value. McDonald’s said its owners are still able to set their own prices, but the standards nonetheless shape and define how franchisees — which operate 95% of McDonald’s restaurants — run their stores.