The Dollar Menu will soon be relegated to the scrap heap of fast-food history, with industry giant McDonald’s announcing plans to replace it nationally next year with a new value-priced menu. The company revealed today that the replacement will be a menu featuring a lineup of items priced at $1, $2 and $3, Bloomberg reports.
The move by the world’s largest restaurant chain comes amid stiff competition for McDonald’s in the U.S. market.
“The rollout will provide a long-awaited replacement to the Dollar Menu, which was popular with customers but less so with McDonald’s franchisees,” Bloomberg notes. “The company has experimented with various discounts — including McPick 2 for $5, which let customers choose two items — in a bid to find something that wasn’t too hard on the profit margins of restaurant operators.”
McDonald’s noted that almost all of its franchisees have opted to take part in the new value program.
“The stakes are high to get the formula right,” Bloomberg reports. “Wendy’s and Burger King, McDonald’s closest competitors, have heavily promoted their discounted menus. And many U.S. consumers have retained a thrifty attitude in the years since the last recession.”