The new Classic Chicken Sandwich features a buttermilk crispy chicken filet on a toasted bun with pickles and a creamy, sweet and tangy sauce.
“We built this new menu with variety and value firmly in mind,” said Chris Kempczinski, president, McDonald’s USA. “Our new value menu includes surprises like our completely new Classic Chicken sandwich, the inclusion of our Happy Meal and more. Whatever our guests crave — a delicious meal, a new taste, a mid-day snack or a family treat — they will find that $1 $2 $3 Dollar Menu provides them with value and choice.”
The $1 $2 $3 Dollar Menu is the latest revision in the fast-food chain’s evolving value story. Most recently, McDonald’s offered the McPick 2 promotion, which for $2 included two items from a selection of sandwiches and sides. As described by Mike Andres, then-president of McDonald’s USA, when the concept was first introduced: “The new platform will not be tied to a singular price point, but it will enable our customers the opportunity to bundle their own meals to suit their desire, which they have indicated to us is very important to them. Our overall goal with our value strategy is to first and foremost offer items that our customers want, to allow them to choose while still contributing to restaurant guest traffic and profitability.”
This latest attempt to woo cost-conscious consumers is among many efforts at McDonald’s to be more competitive in the marketplace, Kempczinski said during an earnings call in October.
“And so, what you’re going to see from us next year is us being really fully competitive with our nearing competitors with the value program there … our value program is going to be focused on $1, $2 and $3 price points for an everyday value piece of it. And then there will also be deals that we’ll pulse in and out throughout the year as a result of that.”