In attempt to make high the value game, the burger giant, McDonald has bought its Dollar Menu back, but along with some options that will cost people more than a buck, as $1, $2 and $3.
McDonald announced on Monday that’s it is rolling out its new menu list of low-budget foods nationwide on 4th January. The new lineup is called as ‘$1 – $2 – $3 Dollar Menu’, which includes a wide variety of food options covering three various price points. The options among the menu list are:
$1: McChicken, Sausage Burrito, any size soft drink, Cheeseburger
$2: Bacon McDouble, Sausage McGriddles, some small McCafé beverages, 2 – piece Buttermilk Crispy Tenders
$3: Classic Chicken Sandwich, Sausage McMuffin with Egg, Happy Meal, Triple Cheeseburger
A Happy Meal is for the first time being included in the national discount menu.
Chris Kempczinski, McDonald’s president of U.S. said that, “We have lost a number of our customers over the last few years because we didn’t have a compelling value proposition. We expect this to win back customers who’ve been disappointed. This is a competitive market.”
The massive fast-food company is mostly a cutthroat when it is about the price. in addition, there is competition for stomachs of its customers from other market players, even if their supermarkets or fast-casual chains, which have formed dining areas.
Peter Saleh, a managing director of financial-services firm BTIG, said that, “McDonald’s philosophy is they don’t need to win on value, but they can’t lose on value, either. They need to be in the value game to drive traffic.”