More Bang for a Buck Coming to McDonald’s

The QSR is testing a new value menu version called Dollar Menu & More in five U.S. markets.

September 09, 2013

NEW YORK – Is McDonald’s ready to put its Dollar Menu to bed?

McDonald’s said last week that a revamped version of its Dollar Menu that includes items priced at $5 could be launched nationally this year, and has been testing versions of its new value menu, Dollar Menu & More, in five U.S. cities, reports Fox News.

No official changes have been made yet to the 10-year-old Dollar Menu, once (or if) the new Dollar Menu & More is rolled out, former would be retired, said Neil Golden, chief marketing officer for McDonald’s. He did not offer specifics, but said the menu provided ‘‘a broader range of profitability’’ for the QSR. He added the overall percentage of sales generated by the new menu in tests was ‘‘similar’’ to the Dollar Menu, which accounts for about 14% of sales.

McDonald’s conducted the Dollar Menu & More tests in Fresno, Calif.; Albuquerque, N.M.; Columbia, S.C., the combined market of Hartford and Springfield, Mass., and Memphis, Tenn.

So far the tests are positive, notes the news source, adding that at least 75% of the company’s 180 marketing cooperatives in the U.S. would need to approve it for a national launch. The Dollar Menu & More had three price points during testing —$1, $2, and $5 or ‘‘shareable’’ items such as the 20-piece McNuggets. Another version tested had price points of $1, $1.79, and $4.99 and included more chicken items and burger versions with an extra beef patty and toppings such as bacon.

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