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McDonald's is changing up its dollar menus:
The world's largest restaurant chain, facing heavy competition in the U.S., will launch a new value-priced menu nationally next year. The lineup will offer items for $1, $2 and $3, the company said on Tuesday.
[...] But McDonald's is adding the new menu from a position of strength. It has seen U.S. restaurant traffic grow for two consecutive quarters, following years of declines. With the new value lineup, the company is trying to lock in those gains, said Michael Halen, an analyst at Bloomberg Intelligence.
All-day breakfast, "premium" burger options, McCafes, dollar soft drinks, 2-for-$5 deals, and UberEATS delivery seem to have kept McDonald's strong amid changing consumer attitudes about fast food:
Aggressive U.S. promotions included $1 any-size soft drinks, $2 McCafe smoothies and espresso drinks and McPick 2 offers of two items for $5. The changes, part of a turnaround plan under CEO Easterbrook, came as McDonald's catches up with Chipotle, Wendy's Co and other chains that raised the bar for what consumers can expect from quick-serve restaurants.
McDonald's shares have climbed 65 percent since Easterbrook was named CEO in March 2015, well ahead of Wendy's 37 percent gain and nearly triple the S&P 500's rise over the same period.
Also at NYT.
Previously: All-Day Breakfast Boosts McDonald's Profits
America Gets Even Fatter From 2015-2016
(Score: 2) by bzipitidoo on Wednesday October 25 2017, @12:06PM (1 child)
I've noticed many restaurants are charging hugely for sugar, and in most places there's no sin tax on sugar to excuse the high prices. $2 for a "big" cookie? $5 for a middling sized shake? $2 for a soft drink? Surely it costs more to make a burger than a shake.
But people buy the sugary treats anyway. That's how addicts behave. I've been wondering when some restaurant would break ranks and lower the premium they're all charging for sugar.
(Score: 2) by richtopia on Wednesday October 25 2017, @03:46PM
I agree with your comment except for the shake. There is a lot more than sugar in a milkshake, and especially since all shakes include whipped cream and a cherry (increased prep time) I suspect that 2$ milkshakes are breaking even.