McDonald’s has rolled out its $5 meal deal after a successful year-long pilot program initiated by franchisees in upstate New York, announced Joe Erlinger, McDonald’s U.S. president, at the Wall Street Journal Global Food Forum in Chicago. The promotion, which officially launched on June 25, offers customers a choice between a McDouble or a McChicken sandwich, four-piece chicken McNuggets, small fries, and a small drink.
Erlinger attributed the concept to a group of proactive franchisees who aimed to boost business and establish a solid customer base. The deal, initially set to run for four weeks, includes additional perks like free french fries for customers spending at least $1 on Fridays via the McDonald’s app, available until the end of 2024.
Responding to consumer demand for affordability amidst rising inflation, Erlinger emphasized the bundle as McDonald’s strategic response to economic challenges affecting discretionary spending. Despite acknowledging a 40% menu price increase since 2019, Erlinger refuted claims of a 100% hike in an open letter published in May.
In an effort to foster fairness among new franchisees, Erlinger highlighted McDonald’s initiatives to standardize entry requirements across the board. Currently, franchise owners operate 90% of McDonald’s locations nationwide, a figure expected to grow with plans to add 900 new U.S. locations by 2027.
Looking ahead, Erlinger noted McDonald’s proactive approach to evolving consumer preferences, particularly in protein consumption trends. With a significant shift towards chicken over beef sales, Erlinger underscored the company’s readiness to adapt and innovate in response to changing market dynamics.
As McDonald’s continues to expand its footprint and adapt its menu offerings, the $5 meal deal stands as a testament to its commitment to affordability and customer satisfaction in an increasingly competitive fast food landscape.