McDonald's New Value Menu

McDonald’s Set to Welcome the New Year with a New Value Menu

Business

Come January 4th, McDonalds will introduce to their customers the all new value or Dollar Menu. This Dollar Menu for $1, $2 and $3 will be released in place of their McPick 2 Menu and it will be available in every outlet all over the country.

A sausage burrito, a McChicken sandwich along with a cheeseburger or a cold drink of any size can now be bought for just $1, while on paying $2 the customer can enjoy a Sausage McGriddle, two-piece Buttermilk Crispy Tenders, a Bacon McDouble or a small McCafe drink and with just $3 a combo of Sausage McMuffin with Egg, a triple cheeseburger, a Happy Meal, and a Classic Chicken Sandwich will be available for the customer. This Classic Chicken Sandwich is a new addition to the conventional McDonald’s menu.

Over the last few years, McDonald’s have suffered in terms of customer visits which have affected their value and this round of Dollar Menu is to target a larger audience, especially those who are on a budget. McDonald’s has tried to increase their sales with the launch of items and services the curbside pickup and rollout of delivery, an introduction of Signature Crafted sandwiches, and the all-day breakfast option. Experts have found this new method used by McDonalds to increase customer count to be a clever one because, as Leslie Kerr, president and founder of Intellaprice, a pricing consultancy for restaurants says, “Customers expect value when they walk into a McDonald’s and other fast-food restaurants.”

This concept of a value menu is mainly to provide good quality food at a lower price which will provide some sort of a balance for the company while keeping potential customers happy. But this promises a round of value wars headed by McDonald’s competitors because according to Bonnie Riggs, a restaurant analyst “Since the end of the Great Recession, quick-service restaurants like McDonald’s have helped the overall restaurant industry eke out a meager growth rate in visits of about 1 percent,” and it is likely that “other fast-food chains likely are taking note of McDonald’s new value menu and will respond accordingly if it proves successful.”