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Tuesday, 12 November 2013

The end of McDonald’s Dollar Menu as we know it

McDonald’s is changing its legendary Dollar Menu to try and rise out of its sales slump.

McDonald’s (MCD, Fortune 500) gave a new name to the menu Dollar Menu & More. Some of the items will still cost a dollar, but other items will cost more.

October 24, Wednesday, it sent this tweet from its official account: “Dollar Menu fans, don’t worry…our new Dollar Menu & More will offer many options that are still $1 and some new choices too!”

According to a McDonald’s spokeswoman, who said it will include some new items, which she declined to identify, the new menu will officially roll out on Nov. 4

McDonald’s could use a revenue enhance. Sometime this October, the fast food giant reported disappointing same-store sales, up less than 1% worldwide for the quarter as compared to the previous year.

The company fared for the most part badly outside of the U.S., with same-store sales falling 1.4% in the Middle East, Africa and the Asia/Pacific region. Operating income fell 12% in China, Japan and Australia because of an “ongoing challenging environment.”

In test markets like New York City, a similar menu called the Extra Value Menu & More is already available. A worker at a Manhattan restaurant featuring an Extra Value Menu & More said it’s been on offer since at least February, when he started working there.

At that restaurant, the following items are still available for $1: two slices of apple pie, two bags of apple slices, and a “cone” (presumably with ice cream in it, but the menu didn’t specify.)

Most of the other items cost a dollar and change, with the list as follows, the McDouble and McChicken, which each go for $1.69, and the four-piece McNugget, which costs $1.59.

The prices climb higher from there; the double cheeseburger costs $2.19 and the McFlurry is priced at $2.89. The most expensive item on the Extra Value Menu & More was the 20-piece McNugget for $4.99.

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