1. Return of the dollar menu
McDonald’s shrunk its dollar menu in early 2015 and made headlines again in November with news that it was doing away with it, in favor of a McPick 2 option. Whether a casualty in the race toward higher quality or a strategy to boost revenues a few dollars at a time, other chains followed, backing off super-value pricing. But Tristano predicts a trend in the reverse direction. “After shifts away from the traditional dollar menu, strong value plays in fast food are bringing back dollar-based pricing,” he says, a move that draws millennials and males, especially.
How often do you order from dollar or value menus at QSRs?
45% Once a week-plus
27% Once every two weeks
19% Less than once a month
9% Never