McDonald’s has decided to extend its $5 value meal promotion beyond its initial four-week window in most of its U.S. markets. According to a memo obtained by CNBC, nearly every business unit, encompassing 93% of its restaurants, has voted to extend the offer past the original end date. The majority of locations plan to extend the promotion through August, citing the positive impact it has had on driving customers back to their restaurants.
The $5 value meal, which includes a McChicken or McDouble, four-piece chicken nuggets, fries, and a drink, has been well-received by customers looking for affordable meal options. McDonald’s executives believe that the promotion is resonating with millions of customers and keeping them from visiting competitors. However, the fast-food giant faces competition from other chains such as Burger King, Wendy’s, Taco Bell, and Starbucks, all of which have been offering similar deals to attract value-conscious consumers.
In a memo to franchisees, McDonald’s emphasized the importance of driving guest counts to sustain business growth. The company acknowledges that offering value meals is one way to bring customers back to their restaurants and increase foot traffic. By partnering with Coca-Cola to provide marketing funds for the promotion, McDonald’s is making efforts to support franchisees and ensure the long-term sustainability of the discounted offering.
As consumer preferences evolve and economic conditions fluctuate, fast-food chains like McDonald’s must adapt to meet the needs of their customers. The $5 value meal promotion is just one example of how companies are responding to changing market dynamics and intensified competition. By extending the offer and providing value to their customers, McDonald’s hopes to maintain its position as a leading player in the fast-food industry.