McDonald’s launches $5 menu offer and “Free Fries Friday”

Aside from technological takeover with AI drive-thru ordering systems, robotic kitchens, and drone deliveries, the biggest trend in the fast-food industry this year seems to be (finally) affordability. In May, McDonald’s dropped hints about possible plans to launch a $5 meal. Now, that day is finally here… almost. Starting June 25, the $5 meal deal will be available at participating McDonald’s locations nationwide, according to an official press release. It includes a McDouble or McChicken sandwich, a small order of fries, four nuggets, and a small soft drink.

In the lead-up to National French Fry Day, Mickey D’s also announced plans to give away free French fries of any size to McDonald’s app users on July 13. However, the cheap fries wave will start much earlier and last until the end of 2024. Every Friday, McDonald’s app users who spend at least $1 can get a free medium order of French fries.

In recent months, more and more fast-food giants have been dropping their value menus, all modeled after Wendy’s iconic, long-standing $5 Biggie Bag. In late May, Burger King brought back its $5 “Your Way” menu, which includes a choice of three sandwiches (Whopper Jr., Chicken Jr., or Bacon Cheeseburger), plus chicken nuggets, fries, and a drink. And it’s not just traditional fast-food joints that are offering burgers and fries. Earlier this month, Starbucks jumped on the bandwagon with its new $5 and $6 Pairings menu. Whether this value-priced industry trend is here to stay remains to be seen.

Read more: Restaurant dishes that always taste better than what you cook at home

Attracting price-conscious consumers back to the Golden Arches

McDonald’s has indicated that the $5 meal will only be available for a limited time. The company has not specified exactly when the offer will end. The chain may be looking for a way to lure inflation-stricken foodies back to the drive-thru lane as the nationwide cost-of-living crisis tightens consumers’ wallets and eats into their discretionary spending budgets (black humor pun intended). For many consumers, fast food sits in a gray area between “treat” and “utilitarian necessity,” which could seemingly make it difficult for chains to figure out how best to appeal to their audience. Judging by the recent industry trend, emphasizing value-based concepts appears to be the way to go.

According to the National Restaurant Association’s 2024 State of the Restaurant Industry report released in February, this year’s consumers are price-conscious. Nearly 50% of customers are reluctant to spend money, but chains could sway them with an offer that appeals to them. In fact, McDonald’s official press release announcing the $5 menu on Thursday seems to be aimed precisely at this demographic, as it begins with a scenario that evokes memories of childhood and potential financial stress. Customers were asked to recall asking their parents for McDonald’s food and either having their wish granted or being met with responses like these: “We have food at home” and “Do you have money from McDonald’s?”

Read the original article on Tasting Table.