Published: Tue, December 05, 2017
Entertaiment | By Paul Elliott

McDonald's to launch a new dollar menu next month

McDonald's to launch a new dollar menu next month

"We built this new menu with variety and value firmly in mind", says Chris Kempczinski, president, McDonald's U.S., in a statement. And for $3, one can purchase a Sausage McMuffin with Egg, a triple cheeseburger, a Happy Meal or, new to the menu, a Classic Chicken Sandwich.

McDonald's said Monday that it is reviving the name of the once-popular value menu next month after a two-year absence, but this time the items will cost $1, $2 or $3.

McDonald's executives in October said nearly all of its US operators support its ongoing turnaround plan that includes the new value menus. We expect this to win back customers who've been disappointed. "This is a competitive market". The chain previously had the Dollar Menu but ended that in 2012 due the limitations of what could be sold for $1. The McPick 2 Menu arrived in 2016 and varied by region. Further reports say that after this the fast food chain had introduced a "Dollar Menu & More" menu with higher price rates but it failed even after heavy marketing. "They need to be in the value game to drive traffic".

The new dollar menus, set to debut on January 4, include any size soft drinks and cheeseburgers for $1, small McCafe drinks and bacon McDoubles for $2 and Happy Meals and triple cheeseburgers for $3, McDonald's said.

"Selling food for $1 is a problem (when it comes to profitability), so they need to value it and structure it the same way", he said.

McDonald's to launch a new dollar menu next month

Offering cheap eats has become a winning strategy for the world's largest hamburger chain, and a way to fight off other low-cost chains. The company in May unveiled the Signature Crafted Recipes line of sandwiches, which cost $4.99 to $5.19.

McDonald's recent USA recovery has been driven largely by its value offers, said Bob Goldin, partner and co-founder of food industry strategy firm Pentallect Inc.

"They want to have something for everyone".

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