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McDonald's franchisees frustrated with expanded value menu

January 13, 2014

McDonald's franchisees seem to be frustrated with the company's expansion of its value menu — the Dollar Menu and More was revamped in November to include more offerings priced up to $2.

According to the 61st McDonald's Franchisee Survey by Janney Montgomery Scott analyst Mark Kalinowski, and reported by Burger Business, many operators said they're unhappy with the effects the expanded value menu is having on check averages (lower), service (slower) and kitchen operations (more complicated).

One survey respondent noted that there are 25 breakfast and lunch items on the Dollar Menu and More, and asked why a customer would order anything else. Another operator added that they are now selling more of these value menu sandwiches, and less large, higher-priced sandwiches.

"Our menu has gotten too big. We are trying to do too many things and our service and quality suffer," another operator observed.

According to the author, McDonald's is trying to improve kitchen operations with a "High Density Kitchen," now in test. Kalinowski said the solution includes more refrigerated and heated holding trays to "accommodate the expanded menu."

Read more about operations management.