New Photo - 2025 NFL preview: The top 10 breakout candidates, highlighted by a pair of second-year quarterbacks

2025 NFL preview: The top 10 breakout candidates, highlighted by a pair of secondyear quarterbacks Frank SchwabSeptember 3, 2025 at 8:00 AM 0 Nobody saw Zack Baun's breakout coming last season.

- - 2025 NFL preview: The top 10 breakout candidates, highlighted by a pair of second-year quarterbacks

Frank SchwabSeptember 3, 2025 at 8:00 AM

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Nobody saw Zack Baun's breakout coming last season.

The Philadelphia Eagles signed him to a one-year deal and turned the career special teamer into a starting inside linebacker. Baun ended up being the most unlikely member of last season's All-Pro team, and he was a big part of the Eagles' Super Bowl victory. In the offseason, he signed a three-year, $51 million deal.

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That type of extreme breakout is rare and hard to predict, but there will be plenty of players who will go from virtual unknowns or unproven commodities to stars. Here are the top 10 breakout candidates for this season:

Vikings QB JJ McCarthy

It has been hard for many fans and observers to wrap their heads around a simple concept: Why is it impossible to believe that McCarthy, the 10th pick of a 2024 NFL Draft that had a loaded quarterback class, is actually better than Sam Darnold? Darnold had an excellent season but that was due in part to Minnesota having an excellent environment. That Vikings might be better this season with an improved offensive line. McCarthy has elite talent. He's with a very good team. It wouldn't be a surprise if he had a breakout season, though it will be a shock to many of those sleeping on that possibility.

Patriots QB Drake Maye

The Patriots' situation was so bad last season, many wondered if the team should basically redshirt Maye and sit him all season. Maye started 12 games and he overcame that situation to play fairly well as a rookie. He was solid as a passer and added value as a runner. Now with a better coaching staff and better talent around him, Maye should take off. The Patriots are going to feel very good about their quarterback situation by the end of the season, not that they don't already.

New England Patriots quarterback Drake Maye is looking to build off a productive rookie season. (Photo by Pat Greenhouse/The Boston Globe via Getty Images) (Boston Globe via Getty Images)Steelers RB Jaylen Warren

For years, fans wondered what Warren could do with a bigger role. But he was stuck sharing time with Najee Harris. Harris left in free agency but the Steelers poured cold water on Warren's breakout by drafting Kaleb Johnson in the third round. Or did they? All indications are that Warren will begin the season ahead of Johnson, and perhaps we will see him thrive in a big role and keep Johnson to a limited share of the backfield. At age 26, with a 4.8-yard average per carry in his first three seasons, this is Warren's time to break out.

Bills WR Keon Coleman

Coleman's surface stats as a rookie weren't great, with 29 catches for 556 yards. That doesn't tell the story. Coleman was starting to emerge before a wrist injury in Week 9. He had 342 yards and two touchdowns in the six games before that. He played more than 80% of the team's snaps his final two games before missing four due to the injury. Instead of improving as the season went on, he struggled a bit upon his return and in the playoffs he didn't play more than two-thirds of the snaps in any postseason game. This season the Bills need him to have a bigger role, and he could have a nice season with Josh Allen throwing him the ball.

Titans OT JC Latham

Latham was never in a position to succeed last season as a rookie. He was moved to left tackle, a position he didn't play in college. The Titans reversed that this season, signing Dan Moore Jr. to play left tackle to allow Latham back to his normal right tackle spot. Latham also dropped about 30 pounds, which should help him be more mobile. Latham should look more like the top 10 pick he was in the draft.

Colts DE Laiatu Latu

Latu was the first defensive player drafted last season (15th overall) in what was a weak class on that side of the ball, and he was passed by Jared Verse, the Rams' pick later in the round who won Defensive Rookie of the Year. Latu had only four sacks. But he flashed at times, and there is usually an adjustment period for most edge rushers entering the NFL. Latu was a standout in training camp and the Colts should see him take a big step forward this season.

Buccaneers OLB YaYa Diaby

Diaby had 7.5 sacks as a rookie, then that dropped to 4.5 last season. The underlying numbers were much better his second season, an indication the sack numbers were a bit unlucky and could jump way up in 2025. Diaby is far from the first player to proclaim he's in the best shape of his life, but he said he cut about 10 pounds to 260 while adding muscle. He said his speed and flexibility has improved. Diaby could be a huge asset for the Buccaneers' defense.

Steelers LB Payton Wilson

Wilson probably would have been a first-round draft pick last year with a better health grade. Everyone knew he was a potential steal for the Steelers in the third round, and that should be apparent this season. He started just four games as a rookie but did well. He had 78 tackles on 492 snaps, which was 45% of the Steelers' defensive plays. If he keeps up anywhere near that production in a full-time role this season, he could be among the league leaders in tackles, and he also has plenty of big-play ability.

49ers LB Dee Winters

For more than a decade, the 49ers have generally fielded two standout linebackers. Fred Warner is a given; he is one of the best linebackers in the NFL. Dre Greenlaw is gone, the 49ers drafted Nick Martin in the third round, but Winters refuses to give up the spot. Winters got his first 10 NFL starts last season and held his own, and had 22 tackles in the 49ers' final three games. San Francisco will be young on defense, and Winters could establish himself as a long-term starter in the NFL.

Chiefs S Jaden Hicks

Hicks didn't play much last season as a fourth-round draft pick on a loaded Chiefs team. He still had three interceptions in limited work. The Chiefs saw veteran safety Justin Reid leave in free agency, which opens up a big opportunity for Hicks. There are high hopes for him in his second season.

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2025 NFL preview: The top 10 breakout candidates, highlighted by a pair of second-year quarterbacks

2025 NFL preview: The top 10 breakout candidates, highlighted by a pair of secondyear quarterbacks Frank SchwabSep...
New Photo - NFL coaches on hot seat as 2025 season begins: Mike McDaniel among 5 to watch

NFL coaches on hot seat as 2025 season begins: Mike McDaniel among 5 to watch Nate Davis, USA TODAY September 3, 2025 at 7:26 AM 0 The start of an NFL season is typically a time for peak optimism in many cities and for numerous fan bases – so often because there's a sense of renewal sparked by new p...

- - NFL coaches on hot seat as 2025 season begins: Mike McDaniel among 5 to watch

Nate Davis, USA TODAY September 3, 2025 at 7:26 AM

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The start of an NFL season is typically a time for peak optimism in many cities and for numerous fan bases – so often because there's a sense of renewal sparked by new players, a fresh record and maybe even a first-year head coach. Seven teams (Jets, Patriots, Jaguars, Raiders, Cowboys, Bears and Saints) have new faces under the big headset in 2025, a number that's also highly indicative of how quickly this league chews up guys in that job over on an annual basis. (Eight new coaches saddled up in 2024.)

However while nobody's taken a bad loss – yet – maybe this is a year when fewer HCs are in clear and present danger. In addition to the seven taking their maiden voyages in new assignments, there's a division full of legends (AFC West), perennial division champs in Buffalo, Kansas City and Tampa Bay, and future Hall of Fame coaching institutions leading teams like the Ravens, Steelers, Chiefs and (probably) the Rams – and, yes, admittedly, there's an Andy Reid throughline to all of those categories.

The only constant in the NFL is change, but there do seem to be (relatively) fewer coaches in imminent danger as Week 1 approaches. The coming months will reveal whether that's true or not, but here are five who head into the upcoming campaign with at least some extra pressure and scrutiny on them while operating on a seat that's probably at least a few degrees warmer than their peers':

Brian Callahan, Tennessee Titans

Yes, it's only his second season, but keep an eye on Nashville. Callahan, 41, is an intense, older school coach who isn't afraid to light up his players – whether on the sideline or at the post-game podium. That can be an effective approach … but maybe less so and perhaps only temporarily with the current generation. And if you think he ought to enjoy a sense of security coming off a year when the Titans earned the No. 1 pick, just look at what happened in Chicago last year with Caleb Williams. If it doesn't go well with Callahan and rookie Cam Ward, you can bet the quarterback isn't the guy who's going to get replaced. Lastly, don't forget that Tennessee has a rookie general manager, Mike Borgonzi, who didn't hire Callahan.

Raheem Morris, Atlanta Falcons

Like Callahan, he's only going into his second season with his current team, so it's not like Morris is necessarily trying to keep the wolves at bay … yet. The worry more so here for Morris might be guilt by association with fifth-year GM Terry Fontenot, who hired him. The Falcons haven't made the playoffs nor had a winning record since 2017 – and they don't exactly play in a murderers' row of a division. And yet Fontenot followed his highly unorthodox 2024 offseason, when he signed free agent QB Kirk Cousins to a nine-figure contract and then drafted current QB1 Michael Penix Jr. in the first round, by mortgaging the future during this year's draft, when he took a pair of pass rushers (Jalon Walker and James Pearce) in Round 1. Signals clearly sent that the Falcons expect to win now, and Morris needs to deliver, fairly or not, because another seven- or eight-win season isn't likely to guarantee this regime anything.

2025 NFL RECORD PROJECTIONS: Who wins Super Bowl 60? (Hint: not the Eagles)

Brian Daboll, New York Giants

The league's Coach of the Year in 2022, when he made Daniel Jones look like a star while leading the G-Men to the playoffs, Daboll has been something of a victim of his own success and circumstances – namely departed Jones' regression and injuries along with some questionable roster management under GM Joe Schoen. Coming off a 3-14 season, which included a Week 17 defeat of the Colts that ultimately cost the Giants the No. 1 pick of the 2025 draft, Daboll entered this offseason on a very toasty chair – after all, who rallies their team to defeat a playoff hopeful in Week 17, right? Yet the vibes seem awfully good right now around a team that was dominant in the preseason and seems to have as good a young core as any organization given the presence of potential superstars such as WR Malik Nabers, rookie LB Abdul Carter and, most importantly, first-round QB Jaxson Dart. The question now becomes how much more patience owner John Mara can muster with his team facing the league's hardest statistical schedule (.574 collective winning percentage by opponents in 2024). If Daboll and Schoen receive the leeway to bring Dart along slowly and endure what's likely to be another bumpy ride in 2025 with Big Bluer skies likely ahead, this team could be ready to take off in 2026. If not?

Shane Steichen, Indianapolis Colts

After receiving deserved credit for unlocking Jalen Hurts on the Eagles' run to Super Bowl 57 in 2022, Steichen, whether it's a fair assessment or not, hasn't been able to get Colts QB Anthony Richardson on a similar track since both arrived in Indy in 2023. The recent decision to pivot to Jones as the new starter is suggestive of how sideways things have gone with Richardson. Make no mistake, the Colts haven't been terrible under Steichen, but .500 (17-17) is only going to cut it for so long. And for a franchise nearly seven years removed from its most recent playoff win, courtesy of Andrew Luck, and now operating at least under something of a new ownership vision following the offseason death of Jim Irsay, it's fair to wonder how much more grace Steichen, Jones, Richardson and GM Chris Ballard enjoy here entering a season with decidedly low expectations outside of this locker room's.

Mike McDaniel, Miami Dolphins

Dec 3, 2023; Landover, Maryland, USA; Miami Dolphins quarterback Tua Tagovailoa (1) talks with Dolphins head coach Mike McDaniel (R) during a timeout against the Washington Commanders during the second quarter at FedExField. Mandatory Credit: Geoff Burke-USA TODAY Sports

His redemption story following personal trials and tribulations as he climbed the coaching ladder, quirky personality and ability to generate some serious offense produced some good feels during his first three seasons in South Florida, the first two ending in postseason berths. And yet the Fins are fast approaching the 25th anniversary of their most recent playoff win, and have too often come up small in big spots under McDaniel. Throw in a widespread perception that this team is soft and that McDaniel doesn't hold his players sufficiently accountable, and you start to see what seems to be the writing on the wall. Owner Stephen Ross certainly left his mark on it in January, when he issued McDaniel and GM Chris Grier the dreaded vote of confidence wrapped around an unmistakable message, saying in a statement that read in part: "(C)ontinuity in leadership is not to be confused with an acceptance that status quo is good enough. We will take a hard look at where we have fallen short and make the necessary changes to deliver our ultimate goal of building and sustaining a winning team that competes for championships."

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New Photo - Our favorite NFL futures wagers: Best bets for Super Bowl, season win totals, MVP and more

Our favorite NFL futures wagers: Best bets for Super Bowl, season win totals, MVP and more Michael FiddleSeptember 3, 2025 at 7:49 AM 0 The 202526 NFL season is here, as the Philadelphia Eagles (8.5, 47.5 at BetMGM) are set to host the Dallas Cowboys on Thursday evening.

- - Our favorite NFL futures wagers: Best bets for Super Bowl, season win totals, MVP and more

Michael FiddleSeptember 3, 2025 at 7:49 AM

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The 2025-26 NFL season is here, as the Philadelphia Eagles (-8.5, 47.5 at BetMGM) are set to host the Dallas Cowboys on Thursday evening. We've covered a ton of potential futures wagers to make this offseason on this home page, but two of our NFL handicappers have narrowed their focus to their favorite wagers in several categories.

Matt Russell and Michael Fiddle are here to provide you with their favorite Super Bowl, over/under, MVP and divisional wagers.

Best bet to win Super Bowl 60

San Francisco 49ers (20-1)

Fiddle: The best value bet on the Super Bowl futures board is the 49ers to win it all. They enter this season healthy after injuries derailed their title chances last year. In fact, their fourth-place finish in the division due to those injuries creates a significant schedule advantage this season.

In what are called "standings-based games" by the schedule makers, the 49ers will face the New York Giants, Cleveland Browns and Chicago Bears. Meanwhile, their division opponents will play the rest of the NFC East (Eagles, Cowboys, Commanders), AFC North (Ravens, Steelers, Bengals) and NFC North (Lions, Vikings, Packers).

The defense gets two major boosts with the drafting of high-level defensive end prospect Mykel Williams in the first round of the 2025 NFL Draft and the return of defensive coordinator Robert Saleh. I believe this 49ers team, with the NFL's easiest schedule based on opponent win totals, could secure the No. 1in the NFC, earn a bye and advance to the Super Bowl, which is being played in San Francisco.

Additionally, the trade for Brian Robinson Jr. to bolster the backfield behind Christian McCaffrey, at the cost of a draft pick for next season, shows this team is serious about competing for the Lombardi Trophy. I estimate these odds closer to 14-1 and see clear value in betting numbers widely available above this figure.

Best conference futures bet

The Cowboys also have a scheduling advantage to lean on. They open the season in Philadelphia against the Eagles, and get them at the perfect time as both of their star WRs, AJ Brown and Devonta Smith, have been injured and missing time throughout training camp. The third-place finish last year aligns Dallas with standings-based games against the New York Jets, Carolina Panthers and Arizona Cardinals.

Russell: Fiddle stole mine! He's right, the 49ers have the best conceptual path to the Super Bowl relative to their odds, so, I'll take one for the team, tackling the AFC.

Toppling the Kansas City Chiefs and winning the top seed in the AFC playoffs requires the same thing — a lot of wins. While the Broncos' schedule isn't as comfy as San Francisco's, this handicap is more about a loaded roster on both sides of the ball. There's a real possibility that, by late January, we're reflecting on a team that had no real holes.

[Check out all of Yahoo's sports betting content here in our new betting hub]

While that sounds like a massive jump from the perception of Denver now, think about the leap they made from the beginning of last season to halftime of their playoff game in Buffalo.

The Sean Payton-Bo Nix combo has had a full offseason, and there's certainty in the receiving group. It would be almost impossible to not have a better run game behind what is otherwise a highly-rated offensive line.

Defensively, they added to a secondary led by Patrick Surtain with long-time 49ers safety Talanoa Hufanga, and a first-round pick in CB Jahdae Barron. All of whom get the benefit of a front seven that has four players who combined for almost 40 sacks, and added Hufanga's teammate, Dre Greenlaw.

The Chiefs will have to not run through the AFC one of these years, and the Broncos already showed last season that they can match up with Kansas City on the field.

Favorite season win total bets

Los Angeles Chargers Under 9.5 wins (-120)

Russell: Gone are the days where we sit around all August talking about the loaded Chargers' roster, and how they should be the ones who give the Chiefs a run. Instead, Kansas City is still a problem, the Broncos might be loaded, the Raiders should be much-improved, and you can count on one hand the number of blue-chip players in their prime left on the Los Angeles depth chart.

As always, there's no discernible home-field advantage at SoFi Stadium, and every one of their road trips is to the type of team that they should beat on paper — Giants, Dolphins, Jaguars and Titans — but when you apply the home-field advantage, they become near-pick'ems.

Ten wins should get you into the playoffs, but I don't have the Chargers as a playoff team, and this win total might be this high just out of respect for Jim Harbaugh and his staff.

Dallas Cowboys Over 7.5 Wins (+110)

Fiddle: A few weeks ago, I released an article previewing my three favorite NFL win totals. While I still like all of them, some numbers have shifted and the market has influenced these odds. Let me add one more: the Dallas Cowboys over 7.5 wins is a great buy-low spot.

Amidst the drama and the Micah Parsons trade, the team adds a defensive tackle willing to play now instead of hold out. They have improved the offense with the addition of wide receiver George Pickens and a more competent running back room. Last year was injury riddled, but the Cowboys of 2023 had a better offense than the Bengals of 2024, a frequently-comped team to Dallas that went 9-8 last season.

[Week 1 betting trends to know | Helpful tips for new bettors ]

The Cowboys also have a scheduling advantage to lean on. They open the season in Philadelphia against the Eagles, and get them at the perfect time as both of their star WRs, AJ Brown and Devonta Smith, have been injured and missing time throughout training camp. The third-place finish last year aligns Dallas with standing-based games against the New York Jets, Carolina Panthers and Arizona Cardinals.

Given the Week 1 matchup against the Eagles and my inclination to also play some of the +800 division odds, I prefer to bet half a unit now and another half unit if they lose Week 1 at better odds.

Timing this market is key: take a stab at the division and win total now, and be ready to revisit the win total after the outcome of Thursday night's game.

Division bets

Tampa Bay Buccaneers to win the NFC North (-110)

Fiddle: When picking one division winner across the NFL, the Bucs are the obvious choice for me. It comes down to offensive continuity, defensive improvement and a weak division leading to an easy schedule. Tampa Bay had a top-five offense in points per game and total yards last year, averaging 399.5 yards per game and 29.5 points per game in 2024. They added a first-round offensive lineman while keeping all the integral parts intact. Although they lost their offensive coordinator Liam Coen, who became the Jaguars' head coach, Josh Grizzard now takes over the helm. He was with the team last year as the passing game coordinator.

The Buccaneers defense added Haason Reddick this season in free agency after he had a tumultuous year with the New York Jets. Reddick now has a contract and a full offseason to work with his teammates. The Bucs defense is already led by veterans Lavonte David and Antoine Winfield Jr. and now features playmakers at every level. They showed growth in forcing turnovers last season, and Reddick's ability to bolster the pass rush alongside Yaya Diaby should only create more of those opportunities.

Lastly, the Bucs face the 10th-easiest schedule based on projected win totals, largely due to a weak division. The Saints are in salary cap trouble and starting Spencer Rattler after Derek Carr's abrupt retirement. The Falcons and Panthers are looking to grow under the leadership of young quarterbacks Michael Penix Jr. and Bryce Young, respectively. However, I do not expect these hopeful prospects to take the divisional throne from Baker Mayfield, who is playing the best football of his career.

Indianapolis Colts to win the AFC South (+375)

Russell: As much as I'm tempted to confuse things by taking the Panthers, I'll put my other viable divisional long shot here.

The South divisions are where long shots can come to fruition because even the allegedly good teams barely finish above .500, as was the case for the Texans. Houston's revamping the offensive line, but there's no guarantee that works. Without the hard running of Joe Mixon — mostly in the first half of the season, when they played Indianapolis twice (261 total rush yards) — the 10-7 Texans might not have edged the 8-9 Colts for the division.

That was a Colts team that missed Jonathan Taylor for three games, and which kept toggling between Joe Flacco and Anthony Richardson at quarterback. You may not think much of QB Daniel Jones, but without the New York pressure, and a far better offensive line in front of him than he ever had with the Giants, he's an improvement on what the Colts had last season. Given an actual of improvement of just two wins puts Indy at 10, it's not out the realm of possibility that they take their turn stealing the AFC South.

MVP value bets

Philadelphia Eagles QB Jalen Hurts (18-1)

Russell: We need stats and wins for MVP candidacy.

The Eagles should supply that as they're favored to win 12 games and take the NFC East.

Hurts flirted with 4,000 passing yards in 2022 and 2023, but Saquon Barkley hogged all the yards from scrimmage last year, and Hurts' arm was largely unnecessary. Given that Josh Allen and Lamar Jackson didn't crack 4,000 passing yards in their MVP-winning campaigns, and Hurts can still run for over 500 yards and a truck load of touchdowns, the stats should be there for a run at MVP.

With all the criteria met, it just comes down to voter preference, but for us, the math is simple — 18-to-1 is more valuable than the single-digit odds assigned to the other contenders.

Green Bay Packers QB Jordan Love (18-1)

Fiddle: The NFL MVP has become almost exclusively a QB award, as all but one winner since 2007 played that position. As detailed in my Packers-specific article, the Packers are favored in their first eight games of the NFL season, which I think makes them a prime team to target for finding value in regular-season NFL futures markets.

If the betting market correctly predicts a very strong start for the Packers, Love will be near the top of the MVP leaderboard by midseason. Then, we can consider revisiting around Week 9 and betting on another contender for a chance to arbitrage the award. The AFC features juggernaut matchups between the Bills, Ravens, Chiefs and Bengals, whose quarterbacks are the top four most likely contenders. Betting on Love now can buy time as the AFC weeds itself out.

Play Love to win MVP north of 20-1 odds now; I will write an article at the midseason point reassessing this market, with the perspective of already holding a Love ticket.

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Our favorite NFL futures wagers: Best bets for Super Bowl, season win totals, MVP and more

Our favorite NFL futures wagers: Best bets for Super Bowl, season win totals, MVP and more Michael FiddleSeptember...
New Photo - Amanda Anisimova vs. Iga Swiatek: How to watch US Open women's quarterfinal match

USA TODAY and Yahoo may earn commission from links in this article. Pricing and availability subject to change. Amanda Anisimova vs.

USA TODAY and Yahoo may earn commission from links in this article. Pricing and availability subject to change.

Amanda Anisimova vs. Iga Swiatek: How to watch US Open women's quarterfinal match

Steve Gardner, USA TODAYSeptember 3, 2025 at 7:31 AM

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American Amanda Anisimova will have the crowd behind her ... and history against her when she takes on Poland's Iga Swiatek this afternoon in their US Open women's quarterfinal match.

Anisimova, the tournament's No. 8 seed, will be looking to erase a disastrous 6-0, 6-0 loss to Swiatek two months ago in the Wimbledon final and take another step toward her first career Grand Slam title.

Meanwhile, the second-seeded Swiatek already has six major championships to her credit.

No. 8 seed Amanda Anisimova defeated Beatriz Haddad Maia 6-0, 6-3 in their 2025 US Open Round of 16 match on Monday, Sept. 1.When is Amanda Anisimova vs. Iga Swiatek match?

No. 8 seed Amanda Anisimova will play No. 2 seed Iga Swiatek in a women's quarterfinal on Wednesday. The match at Arthur Ashe Stadium will start after the completion of the men's quarterfinal between No. 8 Alex de Minaur and No. 25 Felix Auger-Aliassime.

"At this stage of the game you're going to play a really tough opponent, regardless," Anisimova said after defeating Beatriz Haddad Maia on Monday. "So, to be able to have a rematch, to face her again and give myself another chance, I'm really, really happy about that."

1 / 15Top photos from the 2025 US Open, the year's final tennis Grand SlamAug. 24: Novak Djokovic hits to Learner Tien during their first-round match.How to watch Amanda Anisimova vs. Iga Swiatek -

When: Approximately 1:10 p.m. ET

Where: USTA Billie Jean King National Tennis Center (Flushing Meadows, New York)

TV: ESPN, Tennis Channel

Streaming: ESPN+, Fubo

Watch Anisimova vs. Swiatek live on Fubo

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New Photo - McDonald's CEO warns of 'a two-tier economy' as lower-income consumers spend less

McDonald's CEO warns of 'a twotier economy' as lowerincome consumers spend less Rob WileSeptember 2, 2025 at 4:00 PM 242 A McDonald's restaurant in Omaha, Neb. (Mario Tama / Getty Images file) McDonald's is expanding its value meal menu.

- - McDonald's CEO warns of 'a two-tier economy' as lower-income consumers spend less

Rob WileSeptember 2, 2025 at 4:00 PM

242

A McDonald's restaurant in Omaha, Neb. (Mario Tama / Getty Images file)

McDonald's is expanding its value meal menu. The reason suggests growing trouble in the economy, analysts say.

In an interview Tuesday on CNBC, McDonald's CEO Chris Kempczinski said the move was in response to growing evidence of a divided consumer landscape: While upper-income households continue to spend freely, the rest are struggling.

"Particularly, with middle- and lower-income consumers, they're feeling under a lot of pressure right now," Kempczinski said. He added: "It's really kind of a two-tier economy."

The idea that the economy is bifurcating is not new — but the trend seems to be becoming more pronounced. It began bubbling up more recently as the Covid-19 pandemic showed signs of waning and stocks started to surge. Pandemic assistance from the government helped level the playing field for a time, but by 2024, mounting inflation pressures and elevated interest rates had begun to re-sort consumers according to their ability to withstand financial stress.

By the start of 2025, the richest 10% of Americans, or those earning at least $250,000 a year, accounted for half of all consumer spending, a record, according to Moody's Analytics. By comparison, the richest 10% accounted for 36% of all consumer spending 30 years ago.

That's a trend poised to continue. Job growth is showing signs of stalling, while cost pressures on companies and consumers are rising due to tariffs. Low-income consumers now have substantially higher levels of credit card debt than they did in 2019, according to a new study by the Boston Federal Reserve. Lower-income workers have increased hardship withdrawals from their 401(k) retirement plans, Vanguard financial services told NBC News, as hiring growth for hourly workers has slumped.

Yet stocks continue to mostly churn higher. The result: Well-off consumers are spending their way through broader economic uncertainty, while prospects for everyone else increasingly stagnate.

"It really is a tale of two different households," said Mark Zandi, chief economist at Moody's Analytics.

Kempczinski said McDonald's has found growing numbers of customers skipping meals like breakfast, or choosing to eat at home. Traffic for some lower-income cohorts are down "double digits," he said.

"For our business, which has a significant group of consumers which are in that middle and lower income, we needed to step in," Kempczinki said.

Other consumer brands from Chipotle to Kohl's are echoing Kempczinski's sentiments about a divided consumer outlook.

"There are certain cohorts of the consumer, definitely on the lower-income side, that are feeling pressure right now," Chipotle CFO Adam Rymer told Reuters. "That's something that we'll have to take into consideration when looking at price going forward."

Companies that rely on consumers splurging — think Amazon, Nike, Royal Caribbean and Starbucks — have significantly underperformed the rest of the market this year, according to data from S&P Global financial services group. Stock market returns to luxury goods groups like jewelry chains and high-end fashion firms, meanwhile, have boomed.

Analysts with UBS financial group said in a note Monday that McDonald's announcement is likely to push other restaurant brands to push further into value offerings. Dining groups, they said, are now operating "in a difficult macro environment in which consumers are managing visits" as a result of inflation and reduced spending power.

On Friday, Wall Street will scrutinize the government's jobs report for August for further signs of pressure on U.S. consumers. Fed governor Christopher Waller — seen as an ally of President Donald Trump in calling for lower rates — warned last week that the report is likely to show hiring remains sluggish. Analysts expect 75,000 net new jobs added, essentially unchanged from July.

If weakness in the jobs market persists, financial stress among middle- and lower-income consumers could eventually "trickle up" to higher-income ones, Morning Consult Chief Economist John Leer said.

"A lot of companies are realizing that, at least through the end of this year, the well-off are the future of the consumer landscape," he said. "My concern is there are only so many of these consumers out there."

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McDonald's CEO warns of 'a two-tier economy' as lower-income consumers spend less

McDonald's CEO warns of 'a twotier economy' as lowerincome consumers spend less Rob WileSeptember 2, 2...
New Photo - Factbox-How Big Tech is faring against US antitrust lawsuits

FactboxHow Big Tech is faring against US antitrust lawsuits Jody GodoySeptember 2, 2025 at 4:08 PM 0 By Jody Godoy (Reuters) A U.S. lawsuit where Alphabet's Google was ordered on Tuesday to share search data with competitors is just one of the major efforts by U.S.

- - Factbox-How Big Tech is faring against US antitrust lawsuits

Jody GodoySeptember 2, 2025 at 4:08 PM

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By Jody Godoy

(Reuters) -A U.S. lawsuit where Alphabet's Google was ordered on Tuesday to share search data with competitors is just one of the major efforts by U.S. antitrust enforcers to challenge Big Tech companies over their dominance.

Here are the statuses of the U.S. antitrust cases or probes against some of the world's most valuable companies: Alphabet's Google, Meta Platforms, Apple, Amazon, Microsoft and Nvidia.

The internet juggernaut is fighting the U.S. Department of Justice and state enforcers on two fronts. In one case, a judge in Washington ruled the company will have to share data with competitors to open up competition in online search and barred Google from entering exclusive agreements that would prohibit device makers from preinstalling rival products on new devices. Google has already hired a former Obama official to represent it in an appeals process which could take years.

The judge ruled, though, that Google would not have to sell its popular Chrome browser and Android operating system.

While Google will likely get a reprieve from complying with the ruling until the appeal is over, the search landscape has already started to shift, with Google preemptively loosening its deals with device makers and wireless carriers, and Apple saying it plans to add search options fueled by artificial intelligence.

Meanwhile, Google is gearing up for a September trial in Alexandria, Virginia, to determine whether it must sell off part of its online advertising technology to make room for new entrants in the field, where it was found to have two illegal monopolies. Google has said it will appeal.

The Facebook parent company faced its own antitrust trial this year on the U.S. Federal Trade Commission's bid to unwind Meta's acquisitions of prized assets Instagram and WhatsApp. The agency sought to show Meta strategically bought up emerging apps that it saw as potential Facebook rivals, partly through internal statements like a 2008 email in which CEO Mark Zuckerberg said "it is better to buy than compete."

Meta has said Zuckerberg's past intentions are irrelevant and the case must fail because it depends on a made-up social media market that leaves out ByteDance's TikTok, Alphabet's YouTube and others.

The judge overseeing the case in Washington is unlikely to rule before late 2025.

The online retail giant is battling the FTC and state enforcers in Seattle, where the agency has sued Amazon accusing it of using anti-competitive tactics to maintain dominance among online superstores and marketplaces.

The FTC alleged Amazon.com, which has 1 billion items in its online superstore, was using an algorithm that pushed up prices U.S. households paid by more than $1 billion. Amazon has said in court papers it stopped using the program in 2019. Last year, a judge largely rejected Amazon's bid to dismiss the case. The trial is scheduled for February 2027.

The Justice Department and a coalition of states are suing the maker of the world's most popular smartphone. They say Apple thwarts competition by restricting the makers of apps and third-party devices -- such as smart watches, digital wallets and messaging services -- to keep iPhone users locked in.

Apple's bid to dismiss the case was rejected in June. Deadlines for both sides to exchange information in the case stretch into early 2027, and no trial date has yet been set.

The FTC in 2024 opened a probe into whether the software and cloud computing heavyweight abused its market power in productivity software by imposing punitive licensing terms to prevent customers from moving their data to rival platforms. The FTC has yet to file a case.

The Justice Department launched an investigation into the semiconductor company whose highly-sought after chips power artificial intelligence applications and made it the first company in the world to be worth $4 trillion, the Information reported last year. No lawsuit has been filed.

(Reporting by Jody Godoy, Editing by Nick Zieminski)

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Factbox-How Big Tech is faring against US antitrust lawsuits

FactboxHow Big Tech is faring against US antitrust lawsuits Jody GodoySeptember 2, 2025 at 4:08 PM 0 By Jody Godoy...
New Photo - Chick-fil-A partners with Gadsden State Community College for new training program

ChickfilA partners with Gadsden State Community College for new training program Staff reports September 2, 2025 at 8:05 PM 0 ChickfilA partners with Gadsden State Community College for new training program High school students, recent graduates and adults looking to expand their career opportunitie...

- - Chick-fil-A partners with Gadsden State Community College for new training program

Staff reports September 2, 2025 at 8:05 PM

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Chick-fil-A partners with Gadsden State Community College for new training program

High school students, recent graduates and adults looking to expand their career opportunities have a new option in Gadsden, Alabama.

Gadsden State Community College and Chick-fil-A have teamed up to offer a training program that will equip participants with essential skills needed to land jobs in the restaurant and hospitality industry.

After completing the training program, participants will earn an industry credential certificate of training in Hospitality: Food and Beverage.

A view of the outdoor seating at a Chick-fil-A location in Nanuet, New York.

"(This program) is a powerful example of how industry and education can work together to prepare a skilled, professional workforce," said Baisha Woody, director of skills training at Gadsden State.

Students in the program, offered through Gadsden State's Workforce Development Division, will receive hands-on training as well as classroom and video instruction in food safety and customer service.

Students participate in the new food service training program provided by Chick-fil-A Gadsden and Gadsden State Community College's Workforce Development Program

The goals of the program are to reduce barriers to entry in the industry, foster professional development and equip students with leadership development skills.

Tammy Stephens, Chick-fil-A Gadsden operations and training lead, said the program will provide a pathway for opportunity while also highlighting the values and standards that make Chick-fil-A a leader in the food service industry.

Students participate in the new Food Service Training program provided by Chick-fil-A Gadsden and Gadsden State Community College's Workforce Development Program

"Chick-fil-A Gadsden is committed to developing leaders," Stephens said. "We are proud to partner with Gadsden State to offer cutting-edge training that not only teaches essential skills for restaurant operations but also builds character and confidence."

For more information about the restaurant and hospitality industry skills training program, visit Gadsden State's website at www.gadsdenstate.edu.

This article originally appeared on The Gadsden Times: Chick-fil-A partners with college for food training program

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Chick-fil-A partners with Gadsden State Community College for new training program

ChickfilA partners with Gadsden State Community College for new training program Staff reports September 2, 2025 a...

 

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