Duane Beckett
In what seems to be never-ending fast-food announcements, McDonald’s has decided to roll out a new value items menu priced at $3 or less this April. Also in April, the big M is dropping new breakfast deals.
According to Reuters, this new menu is part of an internal push called McValue 2.0. It’s aimed at drawing back diners who have grown tired of expensive fast-food offerings.
Fox Business reported that the new setup will replace the existing buy-one, add-one deal and shift the focus to a simpler selection of low-cost options.
Men’s Journal’s coverage highlighted that the $3-or-less lineup includes:
- A Sausage Biscuit
- Hash Browns
- Sausage McMuffin
- 4-piece Chicken McNuggets
- A McDouble
- A McChicken
- Small Fries.
There are also bundles within this new value menu lineup, for example, you’ll be able to pick up a McMuffin sandwich, a hash brown, and coffee for $4.
For a lot of older customers who still like a simple breakfast and don’t want to fuss with apps or points, affordable $4 options are likely to get noticed.
What’s driving this push
Credit: McDonald’s
In Restaurant Dive’s coverage, McDonald’s posted a 6.8% same-store sales increase in the fourth quarter, helped by value offers and marketing.
This helps explain why the company is going back to the bargain well instead of pretending price complaints were just social media noise.
Consumers have been talking for several months now about how expensive burgers, fries, and breakfast have become. Clearly, McDonald’s heard it.
Unsurprisingly, McDonald’s isn’t the only one making changes. For instance, Taco Bell rolled out a Luxe Value Menu with 10 items at $3 or less earlier this year, and Wendy’s expanded its Biggie Deals with $4, $6, and $8 options.
Simply put, the fast-food price war is not cooling off, it’s getting louder.