Over the years, McDonald's value menu has changed as the economy imposes new definitions of "value."
There are plans for regionally tailored value offers from the chain now. It's possible that the Mickey D's menu and prices may soon look very different across the country.
On the 26th of July, CEO Chris Kempczinski noted, "You have to think about value in a focused approach." Different items in varying regions have different elasticities as we move toward a more digital age.
"Localized approach" is a term used by the brand to describe its aspirations for the future. It may continue to provide specials like two for six dollars or buy one get one free, but its goal is to provide a more tailored shopping experience for each consumer.
McDonald's U.S. same-store sales climbed by about 4% in the latest quarter, which was better than projected.
The value menu's success can be traced back to consumers' reaction to the highest level of national inflation in forty years.
But the chain has been able to capitalise on economic troubles for a long time. As recently as 2008-2009, McDonald's discount menu was ranked as one of America's best restaurant chains, according to Restaurant Business, a leading industry publication.
There is a three-tiered system in place right now, with things costing $1, $2, and $3, depending on where you are in the country.
Prior to that, McDonald's had a 2 for $5 Mix & Match Deal, which was immediately cancelled, and before that, there was the Dollar Menu, which offered several things for $1.