McDonald’s makes important decision on controversial $5 menu

McDonald’s has made an important announcement regarding the fate of its somewhat controversial $5 meal deal, introduced late last month.

The Value Meal was originally only supposed to be on menus for four weeks, which many people regretted. But the chain reportedly decided to extend the deal because of its success in bringing customers back to the store, whose menu prices have skyrocketed in recent years. McDonald’s responded by introducing the $5 Value Meal, which gives customers a choice of one McChicken, one McDouble or four Chicken McNuggets, plus a small portion of fries and a soft drink.

The company now announced that 93 percent of its franchisees voted to extend the popular menu offer until August.

“Our message resonates with our millions of customers,” said Myra Doria, National Field President, and Tariq Hassan, U.S. Chief Marketing and Customer Experience Officer, in a memo released by NBC News“When our customers order the $5 menu, they don’t go to the competition, and the early results show that this offer meets the goal of attracting guests back to our restaurants.”

Rising fast food prices have been a point of contention with customers in recent years, with some arguing that the high markups are pushing out low-income customers who previously relied on fast food as an affordable alternative.

While McDonald’s meal plan offering has led to an increase in customer traffic, the chain still faces stiff competition from Burger King, Wendy’s and Starbucks, each of which has introduced its own low-cost offers to win back cautious customers.

“We must remember that increasing guest numbers ultimately drives our business and is the key to sustainable growth,” the memo concludes.