McDonald's Dollar Menu has failed to perk up the fast food giant's sales, but executives are determined to push its value deals -- even in the face of a public that increasingly is lining up over at Chipotle and Panera.
"Your stomach is empty -- and so is your wallet." It's not a particularly mouthwatering appeal, but McDonald's makes its point. For a buck each, you can get a McDouble burger, a McChicken sandwich, a side salad, a Fruit 'N Yogurt Parfait and other McDonald's staples.
Still, as the Associated Press reports, the Dollar Menu failed to lift sales in the first quarter. The company said Friday an important sales measurement fell 1% and warned that it would probably fall again in April.
Execs said Friday, however, they'd stick with the cheaper-prices strategy amid stagnant growth in the restaurant industry. They still hope to lure customers away from rivals. The company's emphasis on its Dollar Menu has had an effect on competitors -- Burger King has come up with a $1.29 Junior Whopper, and Wendy's last year made tweaks to its value menu.