In most of its U.S. locations, McDonald’s will continue to serve its $5 value meal past its initial four-week period. According to the fast-food juggernaut, this initiative is encouraging customers to return to restaurants.
Executives from the U.S. chain noted in a message that almost all of its business units—that is, 93% of its restaurants—voted to continue the promotion after its initial expiration date later this month. According to the memo, most locations intend to stay until August or have a vote on whether to do otherwise.
The $5 value lunch was first scheduled to last for around a month, and it was first advertised on menu boards on June 25.
According to Tariq Hassan, U.S. chief marketing and customer experience officer, and Myra Doria, national field president, “our message is resonating with our millions of customers,” they stated in the memo.
“When our customers are ordering the $5 Meal Deal, they aren’t visiting the competition, and early performance shows this deal is meeting the objective of driving guests back to our restaurants.”
The action is being taken as restaurants provide promotions to increase declining patronage as customers, especially those with lower incomes, object to price increases brought on by years of inflation.
In a very competitive market, firms are trying to attract value-conscious customers, and Burger King, Wendy’s, Taco Bell, and even Starbucks have competed with the meal by offering discounts ranging from $3 to $5.
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The memo continued: “We must remember that driving guest counts ultimately propels our business and is the key to sustained growth.”
Coca-Cola contributed marketing expenditures to increase the initial value offer’s appeal to franchisees. To ensure that the cheaper offering remains long-term profitable for operators, some supporters for franchisees have advocated for future contributions from the business.
The business will release its profits on July 29.
