They call it the McValue Menu. And it constitutes a whole new front in the Fast Food Value Wars. It’s a whole new lower-cost tier that offers simpler ‘deals’ at previously unheard-of menu prices. And it could revolutionize the Fast Food pricing game…
Industry leader McDonald’s has taken its first cautious steps implementing what may be the next core strategy in the Fast Food Value Wars… And it appears the unofficial slogan is, ‘Under $4’.
Even deeper discounts
The McValue Menu spotlights prices such as we haven’t seen in years. At least since before the pan-demic. It includes a 4-piece Chicken McNuggets deal for $3. And a bare-bones Breakfast Combo for $4.
In all, the new selection offers 24 items including McD’s entry-level burgers, Small Fries, Snack Wraps, breakfast sandwiches and bagels, the Breakfast Burrito, an array of Muffins, and – a nod to the past? – the chain’s classic Apple Pie and soft serve cone.
What I’m seeing
This is apparently an attempt to shave prices of some of the chain’s most popular and already-lowest-priced offerings. Not a bad tactic in itself. And something that shouldn’t cost McD’s a lot to implement. The items featured are already the cheapest to serve of any in the McDonald’s pantheon.
After trying to beat the competition with discounts and special deals on its most popular offerings – such as the Big Mac, Quarter Pounder and Chicken Sandwich – the chain its now trying to appeal to its lowest-income fans with prices they (hopefully) can afford, on basic choices.
What might happen…
… Is that some folks at the bottom of the income ladder who’ve been, or are being priced out of the Fast Food market will be able to get back in. Other folks a little higher in the pecking order may choose to scale-down their expectations – and their appetities – by switching to the McValue menu. And that’s the real objective of Fast Food marketing plans right now: Get back customers who’ve left because they simply couldn’t afford $8 burgers and $15 Combos.
Not a bad thing?
And that might not be a bad thing. McFans who ‘go McValue’ may be eating less ultra-processed food, saving Calories and just generally making an all-round better choice.
My take
I predict we’ll see more major Fast Food brands follow in the leaders McFootsteps. And soon. The chains have done just about all the ‘streamlining’ they can do in the mainstream menuspace. Now it’s time to get down to basics. And I believe this focus on the low end is where the action will be for some time to come. The McValue Menu concept is not going away anytime soon. If ever…
~ Maggie J.