McDonald’s Offers $1 BreakfastsAugust 27, 2009 at 11:42 am | Posted in Deals | 3 Comments
Okay, so it’s fast food. It’s mega-mondo-monolithic fast food that embodies everything you hate about fast food (if you hate fast food) and corporate America (if you hate corporate America), but McDonald’s is now launching a short-term one-dollar breakfast menu at its Chicago-area restaurants. According to Reuters, the chain is doing this “as morning visits to fast-food chains decline and competition intensifies.
“The breakfast promotion, a first for Chicago-area restaurants, is not intended to become permanent on U.S. menus, and comes on the heels of similar promotions in other markets. … Analysts said McDonald’s new Chicago promotion illustrates how breakfast pricing is becoming more aggressive as unemployment rises.
“Chicago restaurants participating in ‘Build Your Breakfast’ offer six $1 items: two hotcakes, a fruit ‘n’ yogurt parfait, a sausage biscuit, a sausage McMuffin, two hash browns or medium coffee.
“U.S. McDonald’s restaurants, which get roughly a quarter of their sales from morning meals, have long had the option of selling a variety of breakfast items for $1. ‘Markets choose what offerings make sense to suit their customers’ needs. The promotion is going to vary from market to market,’ a McDonald’s spokeswoman said.
“The breakfast promotion and other efforts could suggest that McDonald’s is feeling the breakfast pinch….
“Burger King already has a breakfast value menu, Yum Brands Inc’s Taco Bell is expanding into breakfast and focusing on keeping prices low, and privately held Dunkin’ Donuts has rolled out a 99-cent breakfast sandwich.
“The renewed value push also reflects lower costs for meat, cheese and paper, which make selling $1 items more attractive.
“McDonald’s has been outperforming many of its peers in the weak economy. It gets about 10 percent of sales from its Dollar Menu that features lunch and dinner items.”