McDonald's Dollar-Menu Fixation Sparks Franchisee Revolt

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McDonalds

McDonald's Dollar-Menu Fixation Sparks Franchisee Revolt

Junio 04, 2008
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Advertising age
With sky-high commodity costs, an increase in minimum wage and consumers trading down to lower-price items, McDonald's owner/operators are starting to push back on the dollar menu credited with much of the chain's turnaround.
Several New York stores have stopped offering the dollar menu, and in one Texas market franchisees voted down local funding to advertise the dollar menu this coming September. They're looking to support higher-margin items instead.
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    McDonald's is the leading global foodservice retailer with more than 34,000 local restaurants serving nearly 69 million people in more than 118 countries each day. 

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