Photo: By calgaryreviews on Flickr
McDonald’s is taking its small french fries and drinks off its dollar menu and replacing them with ice cream cones and cookies, reports Reuters.And some people (like Gawker’s Caity Weaver) are totally freaking out. After all, fries are one of McDonald’s most popular offerings.
So why is McDonald’s shaking things up?
“If [the change] sounds less than thrilling, that’s fine because McDonald’s wants consumers to step to a new Extra Value Menu,” says Burger Business. Making the Dollar Menu less appealing is an easy way to funnel consumers to its new, slightly pricier option.
At the same time, the new menu shows that McDonald’s is still focusing its marketing on value, while its competitors all try to go premium.
The Extra Value Menu debuts March 26th, and it’s essentially a repackaging of a bunch of current products ranging from its flagship Big Mac to medium iced coffees. Everything will be priced above $1, but most will be under $2.
But that doesn’t necessarily mean the end of the Dollar Menu, which is sticking around — at least for now. An owner of 16 McDonald’s assured Reuters that “the Dollar Menu is still king … and will continue to be a foundation for us. We are using and need both of them to continue our strategies.”
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