McDonald’s Dollar Menu fails to boost sales

Posted at 2:18 PM, Apr 20, 2013
and last updated 2013-04-20 14:19:25-04


(PIX11)– McDonald’s Dollar Menu promotes customers getting  more bang for a buck, but apparently not many people are loving  it.

The hamburger chain saw sales fall one percent after a strong first quarter. This is the first time in over a decade the franchise saw this type of decline at restaurants open at least 13 months.

Still the company defends its Dollar Menu and is promoting it as much as possible to drive up revenue and bring in new customers.

McDonald’s executives stand by the cheaper menu options, saying they are necessary in the current economy. They believe their low prices will also steal customers away from rivals.

But the big issue is in fact competition.

Burger King and Wendy’s have stepped up their promotions, forcing McDonald’s to spend more money on marketing.

Despite the dip in the first quarter, McDonald’s reps say the company is picking up in other parts of the world.