Making Financial Headlines · Page 9
McDonald's Turns the Value Menu Into a Competitive Sport
· New York time
McDonald's is testing a new value menu as fast-food discount competition heats up. The chain is overhauling its offerings and seeking what it calls a clear and compelling value proposition. The test places price at the center of the pitch to customers deciding where to eat. For a restaurant, a discount has to attract enough business to make the lower price worthwhile. For a customer, the question is simpler: whether the meal fits the budget and feels like a deal. Rival chains face similar pressure to make their offers stand out, so a value menu is also a signal to the rest of the industry. McDonald's is testing an approach rather than announcing that every restaurant has adopted it. The modern bargain must apparently do two jobs: save money and explain, with corporate confidence, that it is saving money. The burger comes with a side of positioning.
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