It’s the Dollar Menu, take two.
On Monday, McDonald’s rolls-out new menu options for budget-conscious customers. The fast-food chain launches its “McPick 2” menu, which allows customers to choose two items for two dollars.
Options are the McChicken, McDouble, mozzarella sticks and small french fries. Those options will be available in U.S. restaurants for a five-week run starting Jan. 4. After that, McDonald’s said it may change the details of the offering, but that it plans to stick with the “McPick” concept and name.
It’s just the latest effort by McDonald’s to revive slumping sales with bigger moves, such as making breakfast items like Egg McMuffins available all day. The chain has also been trying to find a new way to attract deal seekers after moving away from the Dollar Menu, which was introduced more than a decade ago.
“As we moved away from the Dollar Menu, we didn’t replace it with offers of an equivalent form of value. And customers have voted with their feet,” CEO Steve Easterbrook said in July.
Whether the McPick menu catches on remains to be seen.
In an attempt to wean customers off the Dollar Menu in 2012, McDonald’s rolled out an “Extra Value Menu” that offered items for a range of prices. After that failed to take hold, the company turned to the “Dollar Menu & More,” which channeled a proven name but may have confused people with its range of prices.