(DailyEmailNews.com) – In an effort to attract more budget-conscious customers, McDonald’s is planning to keep its $5 value meal on the menu until December in most of its U.S. locations.
Franchise owners have been casting their votes on whether to continue offering this deal.
So far, about 80% of local markets have decided to keep it going into December but more locations might join as voting continues.
The deal includes a choice between a McDouble or McChicken sandwich, small fries, four-piece chicken nuggets and a small soft drink, all for $5.
In addition to this bundle, McDonald’s restaurants are also planning to roll out local deals in the coming months, which customers can access via the McDonald’s app.
“Together with our franchisees, we’re committed to keeping our prices as affordable as possible, which is why we’re doubling down with even more ways to save,” McDonald’s U.S. President Joe Erlinger stated regarding the decision to extend the value meal deal.
This summer, the restaurant industry has emphasized value as chains like McDonald’s, Burger Kin, and even Starbucks introduced discounts to attract customers.
This focus comes as many consumers have cut down on dining out due to ongoing high prices.
Following a dip in sales this July, McDonald’s leadership has been discussing strategies to bring back customers, particularly emphasizing the value meal.
The promotion, which initially ran for four weeks in June and July, kept going after 93% of McDonald’s agreed to extend it through the end of August.
After July’s earning report, Erlinger told U.S. operators through a memo that McDonald’s had faced challenges convincing customers that it remained affordable.
He noted the ongoing industry challenges and urged a forward-looking approach to regain momentum and reassert McDonald’s as a leader in affordability.
“Reversing the narrative and re-establishing our position as the leader on value and affordability is possible, but it cannot be done overnight,” Erlinger wrote.
“It will happen through sustained and coordinated actions that show the customer we’re on their side,” he added.
Erlinger also mentioned that the $5 meal deal had been particularly well received by low-income customers.
He expressed that this turn of events made it possible for the company’s value to begin to improve.
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