McDonald’s has a reputation for setting standards and coming up with new menu and service ideas that spur sector-wide trends. Now, McD’s has announced a new approach to Value Menus that just might become a new standard…
Attempts to address the demands from fans for better value, bigger serving Value Deals have frankly been all over the place i he sector. But a new McDonald’s approach might just provide a manageable framework for all players to present new affordable deals consumers can easily compare and rate…
Simple and straightforward…
McD’s plan is to offer a new, comprehensive McValue menu early next month. The current $5 Meal Deal will be part of it. As will exclusive in-app offers, and local food and drink deals.
But the real news is the all-new Buy One, Add One for $1 offer. It’s designed to let you mix and match among popular menu items.
‘Build your own Deal’ Deal
Buy any one of these full-sized, popular menu items and get another for just $1 more:
Breakfast
- Sausage McMuffin
- Sausage Biscuit
- Sausage Burrito
- Hash Browns
Lunch/Dinner
- 6-pc. Chicken McNuggets
- Double Cheeseburger
- McChicken
- Small Fries
The underlying philosophy
“When it comes to value, we know there’s no one-size-fits-all. We’ve worked closely with our fran-chisees to create a new platform that will let our customers define value on their own terms,” Joe Erlinger, McDonald’s USA President, said in a statement. “From deals on their personal go-to order to universal favorites like the $5 Meal Deal, we’re excited to give fans more ways to save every time they visit one of our restaurants.”
My take
But… The real genius in the new Value Menu framework is the simple structure and already-well-known and understood BOGO principle.
Fans will be comfortable with it from the get-go. And that’s crucial to McDonald’s current drive to win back fans who pulled away because of the E.coli crisis.
The fact that this new, seemingly simple menu development actually targets successfully a number of not-closely-related birds with one stone is just another illustration of McD’s ability to learn from its mistakes, and leverage its rich legacy of Fast Food industry knowledge and experience…
~ Maggie J.