Some McDonald’s customers told us they don’t see value in the Golden Arches value menu.
That’s a top concern for CEO Chris Kempczinski, who said the chain botched the rollout of a new low-cost menu.
The menu, featuring 10 items priced under $3 each, was launched as McDonald’s simultaneously cut back on its digital discounts, upsetting some of its loyal customers.
“That ended up being a bad trade,” Kempczinski said on this week’s earnings call.
So what are customers looking for? BI’s Alex Bitter and Katherine Li decided to run a little survey of our own to hear from folks about where the Golden Arches are looking rusty.
Out of 227 people who responded to Business Insider’s not-so-scientific reader survey, the majority (about 57%) rated the value that they got for their money while dining at McDonald’s as “poor” or “very poor.” (We’re still accepting responses here, if you have thoughts.)
One issue: McDonald’s could be a victim of memories of a bygone era. One customer said the chain’s under-$3 menu didn’t feel like a real value.
“If it were $1, it might be worth it,” Brian Schnabel told BI.
(McDonald’s ended its dollar menu back in 2013. Man, I feel old.)
Fast-food restaurants that raise their prices risk losing their competitive edge over their higher-end peers.
When an extra-value meal runs you north of $10, people might consider splurging at fast-casual chains like Chipotle or Shake Shack. Even casual dining spots like Chili’s are getting in on the action with their competitive meal deals.
Price isn’t the only number potentially weighing down McDonald’s.
Take a look at any menu these days, and you’ll notice restaurants love touting the amount of protein in their food. Many even separate high-protein options.
It’s all an effort to tap into the growing wellness trend that’s got people doubling down on protein.
McDonald’s jumped on the bandwagon, with a dedicated “Protein Picks” section on its app. But it’s a tough pitch. The menu doesn’t lend itself to people looking for high-protein, low-calorie options.
One of your best bets is the 3-piece McCrispy Strips. They pack a respectable 31 grams of protein, but comes in at roughly 400 calories. (Don’t even think about using that creamy chili McCrispy Strip Dip, which clocks in at 110 calories.)
You might not think of McDonald’s as a go-to spot for healthy eating, but one chain known for indulgence managed to do it.
Chick-fil-A has become a fast-food favorite among the fitness community. Its eight-piece grilled nuggets offer 25 grams of protein at just 130 calories. (Again, stay away from the 140-calorie Chick-fil-A sauce.)
And for value hunters out there, the price difference is negligible. The Chick-fil-A order cost $6.85 after tax, while the McDonald’s order was $6.43 when I test-ordered both online.
I realize not everyone’s tracking their macros. But just like price, it shows another area where McDonald’s is potentially coming up short in appealing to the trends customers are following.
