McDonald's returns to value pricing with $1 $2 $3 Dollar Menu

McDonald's returns to value pricing with $1 $2 $3 Dollar Menu

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's executives in October said nearly all of its USA operators support its ongoing turnaround plan that includes the new value menus.

The fast-food industry is generally cutthroat when it comes to price.

The new menu will offer $1 items like sausage burritos, McChicken sandwiches, cheeseburgers and soft drinks of any size.

"You always have to have value as part of the equation", Chris Kempczinski, president of McDonald's US, said in an interview. We expect this to win back customers who've been disappointed. Plus, there's competition for customers' stomachs from other players, whether its fast-casual chains or supermarkets that have created dining areas.

Taco Bell plans to add 20 new items to its existing dollar menu throughout 2018, including previously limited-release test market items. "Subway, which made a huge splash a few years ago with its "$5 foot-long" special, is now offering a variety of six-inch sandwiches for $2.99 each.

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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".

McDonald's says that items on the $3 menu will include a triple cheeseburger, the Sausage McMuffin with Egg and Happy Meals.

While the chain didn't name which foods will make their way to the value menu, they did state that first on the list is the Stacker, a layered tortilla with ground beef, shredded cheese and nacho cheese sauce, available this month.

McDonald's profits have increased significantly this year, compared to last year, and its stock price has soared by about a third. It will also be introducing menus for items that cost between $2 and $3. It's called the barbell menu strategy. "They can get you in with value items and then trade the consumer up to midtier or the more premium items", he said.

McDonald's Corporation shares rose $1.39 (+0.81%) in premarket trading Tuesday.

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