McDonald’s exploring changes to Dollar Menu

Associated Press

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, based in Oak Brook, Ill.

The results from the tests have been positive and the company is in the process of sharing the information with its more than 14,000 U.S. franchisees, he said. To be approved, at least 75 percent of the company’s 180 marketing cooperatives across the country would need to vote for it.