McDonald's forgot their place as a cheap fast food burger. It's almost as expensive as places like Five Guys now, and nowhere near the same level of either flavor or sheer quantity.
It used to be that their app promos made up the difference but now it's the same like 4 so coupons for specific items and a generic 15% off that really only covers taxes, not the 50%+ increase in prices in the last 2 years. It's just not worth it anymore.
Even ignoring the international portion, I wouldn't be surprised if Americans started to notice as well.