Following less than stellar sales over consecutive quarters, and responding to comments by the CEO regarding declining foot traffic and ticket values, McDonald’s will introduce a $5 meal deal. The disparity between cost of food-at-home and dining out, even in QSRs, has impacted the lower income demographic. Chris Kempczinski noted, “I think it’s important to recognize that all income cohorts are seeking value”.
The $5 “value meal” will comprise either a McChicken™ or McDouble™ sandwich served with four chicken nuggets, small fries and a drink
The intended $5 meal deal will run from June 25th for a month. The roll-out was delayed due to changes suggested by franchisees. Consumer response to the offering has been generally underwhelming with comments including “skimpy” and questioning the value of a one-month offer.
McDonald’s anticipates an increase in traffic through the promotion. This may be achieved but possibly to the detriment of ticket value.