The most famous fast food chain in the world plans to swap out from its one-dollar menus (marketed in the U.S. market) two of the most popular products. Both consumers and business people wonder what is the new strategy of the U.S. chain. After all, we are talking about the most popular McDonald’s brand products. McDonald’s is preparing new marketing and promotional moves.
According to journalists from Reuters, the company plans to remove from the one-dollar menu small drinks and small fries, that is the most popular and also the best selling products of the restaurant franchise. Businessmen, and chain customers who heard about McDonald’s intention were wondering “What is the strategy? Where the group wants to get with this move?”
Ice cream and cookies instead of potatoes and soda
“Maybe it sounds a bit disturbing, but is a good idea because McDonald’s wants to lead customers to switch to a different menu: Extra Value Menu”, burger business representatives told told Reuters. So, making the Dollar Menu less attractive, there is a somewhat natural shift to another type of menu, say experts.
Meanwhile, the new type of menu that McDonald’s is preparing to launch is more like a marketing strategy, while all competitors of the American chain try to switch to premium products. Extra Value Menu, McDonald’s brand new menu will be available in restaurants in the United States starting March 26 and will consist of a combination of current McDonald’s products, from the Big Mac hamburger to iced coffee. Menu prices will be more than a dollar, but will not exceed two dollars, notes Reuters.
Sixteen of McDonald’s restaurants told Reuters that the new move will not necessarily bury the dollar menus, so popular in the U.S. market. “Dollar Menu will remain king and will remain a foundation for our business. Just that we begin to sell both types of menus, approaching new strategies”, said a McDonald’s manager, who insisted to remain anonymous.
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