McDonald’s Killing the Dollar Menu
In 2013, McDonald’s officially retired its famous Dollar Menu. The menu was first introduced in 2002 and included eight different items for just a buck each.
The Backlash
Although the fast-food chain was losing money by selling some of the items on its Dollar Menu for just $1, the loss of the popular value menu translated to a loss of customers, Business Insider reported. Traffic to the stores fell after the Dollar Menu was phased out.
In 2017, McDonald’s introduced a new $1, $2, $3 tiered value menu, but it wasn’t able to attract the level of customers it had hoped for. Analysts said the new value menu failed to resonate with customers, and McDonald’s shares plummeted as a result.
