The New McDonald's Value Menu Could Be Bigger Than All-Day Breakfast
A good case can be made that when McDonald's (NYSE: MCD) eliminated its Dollar Menu, it was the root cause of all the problems that followed. By bringing back the deep-discount menu, it could be an even bigger catalyst for growth than when it introduced all-day breakfast.
Falling sales, lost traffic, and lagging behind the fast-food competition all flowed from the company's decision to first "break the buck" and include higher-priced items on what it called its Dollar Menu & More option, then with abandoning the concept altogether. Customers who had considered McDonald's the destination of choice to go for a value meal suddenly had a lot of other options available to them, from Restaurant Brands International's (NYSE: QSR) Burger King and Wendy's (NASDAQ: WEN).
Image source: McDonald's.
Source: Fool.com
McDonalds Corp. Stock
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