Quick-service brands continue to fight for consumers' dollars by enticing them with various value promotions. With U.S. same-store sales flat for October, McDonald's Corp. is no exception.
The company has done fairly well focusing on the value of its new Angus burger and McCafé coffee lines. Now it is looking to recapture breakfast sales. According to The NPD Group, QSR breakfast sales were flat for the quarter ending in August.
McDonald's likely will expand its dollar menu to its breakfast offerings nationwide, with national advertising to begin in January, according to a story in The Chicago Tribune. The company has been testing the menu in Chicago and a few select markets, offering such items as the sausage McMuffin, sausage biscuit and two hotcakes.
From The Tribune:
It's not clear whether the breakfast dollar menu nationally would mirror Chicago's. But national advertising for the breakfast dollar menu is likely to begin in January and run through the first six months of 2010, according to documents obtained by the Tribune. A group of McDonald's franchisees and executives that set national ad priorities has recommended such a course. McDonald's franchisee groups that determine local advertising still need to vote on the idea, but they usually go along with the national body.
Other plans for 2010 include the national rollout of the Big Mac snack wrap, which features a burger patty and Big Mac toppings rolled in a tortilla, as well as the long-awaited smoothie and frappe line.
