McDonald's quietly killed its best deal as fast food chains battle to win over budget shoppers (MCD)



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McDonald's has quietly removed one of the best deals from its value menu.

The fast-food chain has the Happy Meal from its national $ 1 $ 2 $ 3 menu, a change first spotted by Brand Eating.

The Happy Meal cost $ 3 when McDonald's launched its new value in January. At the time, Business Insider reported that the deal was the "biggest bang for your buck" on the $ 1 $ 2 $ 3 menu. According to Credit Suisse, the $ 3 Happy Meal represented a discount of up to 25%.


"The $ 1 $ 2 $ 3 Dollar Menu was created to bring customers closer to the world." McDonald's representative Andrea Abate said in an email to Business Insider.

"Some markets may even offer slight variations to the menu that best fit the preferences of their local customers," Abate continued. "While the Happy Meal is no longer part of the nationally advertised $ 1 $ 2 3 Dollar Menu, it's still available for $ 3 at some U.S. restaurants."

McDonald's has been exploring a range of ways to win over budget shoppers.

We have a call with analysts on Tuesday, McDonald's announced plans to launch a new "classic meal" deal option. The chain recently wrapped what executives called a "successful" 2-for- $ 5 Mix and Match Deal, which debuted in August. McDonald's has been pushing its customers to download its app.

Meanwhile, some analysts have questioned McDonald's focus on the $ 1 $ 2 $ 3 menu. Neil Saunders, managing director of Retail GlobalData, wrote in a note on Tuesday that McDonald's "has focused too strongly on the Dollar Menu."

"Saiders continued," This one drives some traffic, but the other is more likely to be driven, "Saunders continued.

McDonald's is not alone in its value obsession with fast food rivals battle to win over budget shoppers.


Earlier this year, Wendy's expanded its 4-for- $ 4 bundle deal and Taco Bell doubled down on its $ 1 menu. KFC's US chief marketing officer, Andrea Zahumensky, told Business Insider that the chain is testing new value platforms as they are increasingly economically squeezed.

"It's really in response to our customers' needs," Zahumensky said. "They are more pinched than ever, so we can provide solutions for them so they can come to KFC and really feel satisfied."

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