It’s come to this: McDonald’s is pushing “farm-to-table freshness” and buying up America’s wings, and now the chain is commemorating ten-plus years of its Dollar Menu by raising prices. A beta-version of the expanded menu section being tested in select markets includes $2 burgers and $5 McNuggets, making it pretty much like the regular menu — hence that enigmatic “& More” slapped onto the name. The feeble rebranding, which could lead to a national revamp “later this year,” is all part of an effort to (shocker!) get customers to pay more than a dollar and hopefully boost McDonald’s so-so sales, a problem restaurant analysts are blaming in part on lack of innovation. You don’t say. [USAT, Related]
Playing chicken with the menu.