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McD's dollar-menu fixation sparks franchisee revolt
June 2, 2008
Advertising Age.com: McDonald's owner/operators are finding that rising commodity costs, an increase in minimum wage and consumers choosing lower-price items over premium ones are threatening 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.
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