McDonald’s is rolling out the successor to its Dollar Menu, with some minor changes. The new and improved menu, which is set to debut in early-2018, will feature items costing $1, $2, and $3.
The world’s largest restaurant chain discontinued its Dollar Menu, which allowed costumers to get a McDouble cheeseburger and other items for $1, back in 2014 despite it being massively popular. It was less popular among franchise owners, who said it stretched profit margins too thin.
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In recent years, McDonald’s has attempted to bring other discount items, including the McPick 2 for $5, back to the franchise in order to entice its customers who are looking for a better value. Their attempts, meant to keep up with competitors Burger King and Wendy’s who both offer discounted menu items, were met with little success.
Other ongoing experiments – including all-day breakfast, Signature Crafted gourmet burgers, and delivery via UberEats – have led to a resurgence of customer interest in the company. This year, the company reported a 48 percent increase in net income from last year, going from $1.28 billion up to $1.88 billion in the same quarter.
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“We serve more customers more often,” CEO Steve Easterbrook said. “Our U.S. business has regained its stride.”
McDonald’s is already getting a lot of support for their new Dollar Menu, too. According to Bloomberg, 100 percent of franchises already signed up to participate in the new value menu.
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HOUSTON, TEXAS – JULY 28: A McDonald's store is shown on July 28, 2021 in Houston, Texas. McDonald's corporation has said that its sales are surpassing pre-pandemic levels across the world as more of its dining rooms reopen after being shutdown during the pandemic. The company has also said that menu-price increases, larger to-go orders and its new crispy chicken sandwiches have largely contributed to boosted sales across the U.S.
