McDonald’s announced on Tuesday a $1 $2 $3 Dollar Menu. The offerings, which replace McDonald’s McPick 2 Menu, will be available January 4 nationwide.
“We built this new menu with variety and value firmly in mind,” Chris Kempczinski, president, McDonald’s USA, said in a statement. “Our new value menu includes surprises like our completely new Classic Chicken sandwich. Whatever our guests crave—a delicious meal, a new taste, a mid-day snack or a family treat—they will find that $1 $2 $3 Dollar Menu provides them with value and choice.”
Chicken Menu items include McChicken, two-piece Buttermilk Crispy Tenders, new Classic Chicken Sandwich, and Buttermilk Crisp Chicken Filet made with all-white meat served on a toasted bun.
“One of the things that we have said to our franchisees in the United States is we don’t have to win on value, but we can’t lose on value,” Kempczinski said during a conference call. “And that means we have to be competitive with our investments against a value program.”
McDonald’s credited much of its sales growth, including a 4.1 percent same-store U.S. sales increase in the last quarter, to value promotions. It has also balanced the value with premium items such as the Signature Crafted sandwiches and its McCaféplatform.
Earlier this year, McDonald’s introduced its Velocity Growth Plan to bring mobile order and pay to 20,000 restaurants by the end of 2017 and to accelerate delivery growth. The plan also aims to raise the bar on value, quality, and convenience with moves in the United States like the $1 beverage promotion, the Signature Crafted sandwich offerings, and the commitment to serve fresh beef in quarter-pound burgers by mid-2018.
