NEW YORK — McDonald’s Corp. says a revamped version of its Dollar Menu that includes items priced at $5 could be launched nationally this year.
The world’s biggest hamburger chain says it has been testing versions of its famous value menu that’s called Dollar Menu & More in five markets across the country. The company noted that no official changes have yet been made to its current Dollar Menu, which was introduced more than a decade ago.
The change would come after McDonald’s unsuccessful attempt last year to get customers to switch from the Dollar Menu to a pricier “Extra Value Menu,” which features items costing closer to $2. But after sales flagged, the company went back to aggressively touting its Dollar Menu in TV ads.
If the new “Dollar Menu & More” is rolled out, the Extra Value Menu would be retired, said Neil Golden, chief marketing officer for McDonald’s, which is based in Oak Brook, Ill.
“We didn’t deliver on simplicity and clarity,” Golden said of the Extra Value Menu. He said that the company realized the “Dollar Menu” was a strong brand that McDonald’s could build on instead.
The Dollar Menu & More that was tested has three price points —$1, $2 and $5 or “shareable” items such as 20-piece McNuggets. Another version that was tested has prices of $1, $1.79 and $4.99. The menu includes more chicken items, as well as versions of its burgers that come with an extra beef patty or toppings such as bacon.
McDonald’s conducted the Dollar Menu & More tests in Fresno, Calif.; Albuquerque, N.M.; Columbia, S.C., the combined market of Hartford, Conn., Springfield, Mass., and Memphis, Tenn.