Gone are the days of the legendary McDonald's Dollar Menu, but the brand has opted for another promotional marketing concept dubbed McPick 2. Instead of offering fast food fare for the discounted price of one dollar, customers can select and custom-create combinations of two foods for the price of two dollars. The new menu is doubled in cost but, in return, consumers have more flexibility to create their own meals rather than snacks.
McPick 2 gives consumers much more flexibility when ordering while still keeping prices low. Option on the menu include many of the staples of the Dollar Menu such as fries, the McDouble, McChickens and even the new mozzarella sticks. The variety of sides and mains allows consumers the freedom to create their own combos suited to their tastes for a fraction of the cost.
What's Driving This Trend
- Flexible Meal Combinations
- McDonald's McPick 2 menu offers consumers the ability to mix and match items to create their own meals for a discounted price, disrupting the traditional fast food value menu concept.
- Personalized Fast Food
- McPick 2 allows consumers to customize their orders and create personalized meal deals, presenting opportunities for other fast food chains to mimic the offering from McDonald's or create their own spin on personalized value meals.
- Replacement of Value Menus
- The replacement of McDonald's Dollar Menu with McPick 2 marks a trend in fast food chains moving away from traditional value menus to more customizable meal deals, presenting opportunities for other chains to follow suit or find new ways to innovate in the value menu space.
Who This Affects Most
- Fast Food Industry
- The fast food industry can capitalize on the trend of more flexible and customizable value meals by offering their own versions of personalized meal deals and redefining the traditional value menu concept.
- Marketing Industry
- The marketing industry can advise other fast food chains on how to use promotional concepts, such as McPick 2, to work towards customer growth and sales by focusing on the value marketing concept.
- Food Packaging Industry
- The food packaging industry can also innovate by developing cost-effective packaging that accommodates personalized meal combinations while maintaining the convenience of fast food packaging.
