User:DoctorWho42/McPick 2

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McPick 2 is a value menu of American fast-food restaurant of McDonald's. Originally, the menu would allow customers to choose two items from a selection of McChicken, McDouble sandwiches, small French fries, or mozzarella sticks for the price of $2. In January 4, 2016, McPick 2 was scheduled to debut for a five-week run.[1][2]

History[edit]

In 2014, McDonald's phased out its popular dollar menu "Dollar Menu and More" which offered menu items that cost up to $5.[3] In November 16, 2015, Fortune announced that McDonald's would replace it with a $2 menu. Fortune's Phil Wahba speculated that "the price returns some sandwiches to the key $1 point that had fueled McDonald’s astonishing sales growth from 2003 to 2013."[2]

Chief Executive Steve Easterbrook said McPick 2 and the all-day breakfast menu were part of McDonald's "turnaround plan."[4][5][6] In a July 2015 conference call, Easterbrook said "Some of the challenges we've had in the US have been somewhat self-inflicted. [...] We moved away from the Dollar Menu and didn't replace it with significant-enough value in the eyes of consumers."[5][3] Easterbrook has also said "it's also considering tinkering with the McPick 2 offer, and possibly offering it in different ways in different parts of the nation."[7]

In March 29, 2016, McDonald's began testing the McPick 2 menu for breakfast at select locations. In St. Louis, Missouri, customers can pay $3 for two items from a selection of sausage McGriddles, pancakes, hash browns, and a large hot coffee. In Northwestern Pennsylvania locations, McPick 2 breakfast menu items included sausage McMuffin, a large coffee, hash browns, and a sausage burrito.[8]

Menu items[edit]

McPick 2-for-$2[edit]

In January 4, 2016, McPick 2 was scheduled to debut for a five-week run.[1][2] Originally, the menu would allow customers to choose two items from a selection of McChicken, McDouble sandwiches, small French fries, or mozzarella sticks for the price of $2.[9][10][1][5]

McPick 2-for-$3[edit]

In March 29, 2016, McDonald's began testing the McPick 2 menu for breakfast at select locations. In St. Louis, Missouri, customers can pay $3 for two items from a selection of sausage McGriddles, pancakes, hash browns, and a large hot coffee.[8]

McPick 2-for-$3.50[edit]

Nomura Group's Mark Kalinowski reported local/regional locations offering two-for-$3.50 deals with some focusing on breakfast items.[11]

McPick 2-for-$4[edit]

Nomura Group's Mark Kalinowski reported that the two-for-$4 was also a local/regional promotion offered.[11]

McPick 2-for-$5[edit]

In February 29, 2016, the company switched from the two-for-$2 business model to two-for-$5 for the menu items 10-piece Chicken McNuggets, Big Mac, Filet-O-Fish or Quarter Pounder sandwiches.[10][1][5][3][12]

Controversy[edit]

Mozarella Sticks[edit]

Many customers complained about the mozarella sticks lacking mozarella. Several of these complaints were documented on the social media platform Twitter showing breading and disappointment. Reportedly, McDonald's declined to comment.[9]

Reception[edit]

McPick 2-for-$2[edit]

According to Consumerist's Ashlee Kieler, the promotion for the two-for-$2 business model was popular and many customers were devastated by the price increase.[13] In response, McDonald's spokeswoman Lisa McComb told Business Insider "The McPick 2 for $2 offerings were always intended to be a limited-time offer; however, owner/operators are free to offer the menu items they feel their customers will enjoy most at the price they choose."[3]

Crain's Chicago Business's Peter Frost found the initial launch of the McPick 2-for-$2 menu "may have hurt profitability in some markets because of a 'trade-down' factor, in which customers chose the $2 deal over a regular-priced entree or value meal."[1] According to The Daily Meal, the short-lived menu "McPick 2 for $2" drew "disdain from the 26 U.S. franchisees (out of the more than 3,100 U.S. franchisees operating McDonald’s stores)."[14]

McPick 2-for-$5[edit]

Barron's' Teresa Rivas noted that McDonald's first quarter was helped by the all-day breakfast menu and the McPick 2 value menu. Nomura Group's Mark Kalinowski pointed out franchisees "greatly prefer" the McPick 2-for-$5 over the previous approach.[11] According to The Daily Meal, franchise operators viewed the increase "much more favorably."[14] Eater's Whitney Filloon was critical, comparing it to the value menus of Burger King and Wendy's, "[d]espite its inclusion of more 'premium' offerings like Big Macs, the two-for-$5 switcheroo makes McDonald's value deal seem considerably more expensive than deals other fast-food chains are promoting right now."[10] Investor's Business Daily's Vance Cariaga reported "positive results from its McPick initiative."[4] Nation's Restaurant News's Jonathan Maze said franchise operators cited the value offers for "generating sales."[15]

Mozarella Sticks[edit]

Eater's Whitney Filloon said "two bucks for two orders of mozzarella sticks wasn't actually that great of a deal when they turned out to be hollow inside."[10] Fortune's Michal Addady called the order "a steal, unless of course they’re cheeseless."[9]

See also[edit]

References[edit]

  1. ^ a b c d e Frost, Peter (April 20, 2016). "Your Big Mac is about to get bigger. And smaller". Crain's Chicago Business. Crain Communications. Retrieved April 22, 2016.
  2. ^ a b c Wahba, Phil (November 16, 2015). "McDonald's Is Taking Another Stab at Replacing its Dollar Menu". Fortune. Time Inc. Retrieved April 22, 2016.
  3. ^ a b c d Peterson, Hayley (February 24, 2016). "McDonald's doubled the price of a popular promotion, and many customers are devastated". Business Insider. Axel Springer SE. Retrieved April 22, 2016.
  4. ^ a b Cariaga, Vance (April 22, 2016). "McDonald's Fries Up Strong Earnings On All-Day Breakfast, McPick Menu". Investor's Business Daily. investors.com. Retrieved April 22, 2016.
  5. ^ a b c d Kasperkevic, Jana (April 22, 2016). "All-day breakfast awakens McDonald's sales for a third consecutive quarter". theguardian.com. Guardian Media Group. Retrieved April 24, 2016.
  6. ^ Udland, Myles (April 22, 2015). "STOCKS GO NOWHERE: Here's what you need to know". Business Insider. Axel Springer SE. Retrieved April 22, 2016.
  7. ^ Bomkamp, Samantha (April 22, 2016). "McDonald's turnaround keeps churning with breakfast all day". Chicago Tribune. Tribune Publishing. Retrieved April 24, 2016.
  8. ^ a b Taylor, Kate (March 29, 2016). "McDonald's is bringing out a new weapon against Taco Bell in the budget-breakfast battles". Business Insider. Axel Springer SE. Retrieved April 22, 2016.
  9. ^ a b c Addady, Michal (January 27, 2016). "Some McDonald's Mozzarella Sticks Are Missing the Cheese". Fortune. Time Inc. Retrieved April 24, 2016.
  10. ^ a b c d Filloon, Whitney (February 23, 2016). "McDonald's 'McPick 2' Deal Will Now Cost You $5 Instead of $2". Eater. Vox Media. Retrieved April 24, 2016.
  11. ^ a b c Rivas, Teresa (April 22, 2016). "All-Day Breakfast, McPick 2 Help McDonald's Q1 Shine". Barron's. Dow Jones & Company. Retrieved April 22, 2016.
  12. ^ Whitten, Sarah (April 22, 2015). "McDonald's posts Q1 earnings beat". CNBC. NBCUniversal. Retrieved April 22, 2016.
  13. ^ Kieler, Ashlee (February 23, 2016). "McDonald's Makes "McPick 2 for $5" Official… For A Limited Time". Consumerist. Consumer Reports. Retrieved April 22, 2016.
  14. ^ a b admin (April 19, 2016). "McD's Operators Applaud Move to 2 for $5". The Daily Meal. Spanfeller Media Group. Retrieved April 22, 2016.
  15. ^ Maze, Jonathan (April 19, 2016). "Analyst: McDonald's franchisees are upbeat on sales". Nation's Restaurant News. Penton. Retrieved April 24, 2016.

External links[edit]

Category:Restaurant menus Category:Fast food Category:McDonald's foods

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