Expansion of Value Offerings
On Tuesday, McDonald’s announced a significant increase in its value menu aimed at attracting budget-conscious customers. Starting Monday, the fast-food leader will reintroduce its Extra Value Meals, which were last featured prior to the Covid-19 pandemic. These combo meals will be offered at a 15% discount compared to purchasing the entree, fries, and a drink separately, according to the company.
Promotional Measures
For over a year, McDonald’s and other fast-food competitors have utilized discounts and special offers to entice customers back to their establishments. A decline in patronage, particularly among low-income consumers, has been a concerning trend. Last summer, the company introduced a $5 value meal, extending its availability beyond the initial promotional period, and later added a buy one, get one for $1 offer to its menu.
New Combo Meal Options
The eight combo meals span a variety of McDonald’s selections, including:
- Sausage McMuffin with Egg
- Sausage Egg and Cheese McGriddle
- Egg McMuffin
- Bacon, Egg and Cheese Biscuit
- Big Mac
- 10-piece Chicken McNuggets
- Any Quarter Pounder burger
- Any McCrispy Sandwich
Limited Time Offers
As part of the value menu expansion, McDonald’s will offer a Sausage McMuffin with Egg, a hash brown, and a small coffee for $5. Additionally, customers can purchase a Big Mac with medium fries and a medium soft drink for $8 for a limited time.
Company Statements
“McDonald’s USA is laser-focused on delivering value and affordability for our customers, and I’m incredibly proud of how our franchisees and teams continue to step up to make it a reality,”
said Joe Erlinger, President of McDonald’s U.S., in a statement on Tuesday.
Future Promotions
On the latest earnings conference call in early August, CEO Chris Kempczinski reiterated the importance of attracting low-income diners, noting that they typically visit their restaurants more frequently than higher-income customers. He stated,
“Reengaging the low-income consumer is critical, as they typically visit our restaurants more frequently than middle- and high-income consumers.”
Looking ahead, McDonald’s has additional deals set to launch later this year, including Sausage, Egg and Cheese McGriddles for $5 and 10-piece Chicken McNuggets meals for $8 starting in November.
