McDonald's doubles down on value menu

by MEAT+POULTRY Staff
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McDonald's McPick 2 for $2 menu items
Customers can choose two of the following items for $2: the McDouble, the McChicke, small fries, mozzarella sticks.

OAK BROOK, Ill. – McDonald’s Corp. has developed a new value menu aimed at generating customer traffic to its restaurants, according to the Associated Press. The McPick 2 menu allows customers to choose two items — from a McDouble, a McChicken, small fries and mozzarella sticks — for $2. The company plans to launch the concept in early 2016.

In May, McDonald’s CEO Steve Easterbrook said some of the chain’s challenges were “self-inflicted,” starting with the decision to move away from the company’s dollar menu.

“We moved away from the dollar menu for a variety of reasons, (which) is not necessarily the wrong thing to do, but we didn’t replace it with sufficient enough value in the eyes of the consumer to enable that transition to go without getting some resistance from the customer on that,” Easterbrook said at the time. “And then, when the momentum of the business starts to be challenged, sometimes … the day-to-day operation then becomes impacted.”

The McPick 2 will be available in the United States for five weeks beginning Jan. 4, 2016. McDonald’s told AP the details of the deal may change, but it plans to keep the McPick concept and name.

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