McDonald’s is hoping the catchy, new deal it is launching will be just as popular has the hugely popular Dollar Menu was. After those five weeks, officials say they might change details of the offering, but the concept will remain.
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Recently, they expanded their breakfast menu to all-day.
McDonald’s isn’t alone in struggling to get customers to let go of the $1 price.
Finding the right value offering has been a central trouble spot for a company that otherwise has started making progress in the turnaround of its critical US market.
Steve Easterbrook the CEO said that when the chain moved from its Dollar Menu it did not replace it with any offers that were of equivalent value and customers voted by staying away. After that failed to take hold, the company turned to the “Dollar Menu & More”, which channeled a proven name but may have confused people with its range of prices. I feel rectifying that would be a bit more progressive than ditching the dollar menu with a few sort of mozzarella covered monstrosity (hyperbole is fun when we’re talking fast food). Wendy’s last month introduced a “4 for $4” deal-consisting of a Jr. Bacon Cheeseburger, fries and drink.
“Customers are looking for choice and flexibility”.
While deals remain a staple in fast-food industry, striking on the right one can be tricky.
That can lead to tensions over pricing. And it’s not because the classic menu items are old and played out, it’s because the company’s franchisees simply want to make more money, the Associated Press explained today.
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Out of McDonald’s 36,000 plus locations, 30,000 or so are owned by franchisees.
