Is a Fast Food Price War Looming?
Fast Food War 2018
Roughly about $500M revenue were lost since McDonalds’s discontinued its “Dollar Menu” in 2013. At the beginning of 2018, McDonalds’s introduced its new “$1 $2 $3 Dollar Menu”, and tried to regain their “lost money”. This action is estimated to bring up the revenue by 2% to 3.5%. However, this is more likely to be a forced response to an emerging price war in the fast food industry – Burger King, Subway, Taco Bell and Wendy’s all introduced their new “Value Menu”, and even In-N-Out has made a change on their “15 years unchanged menu."
As a happy, healthy company we can't help but wonder if these menu changes will result in more health food on the value menus?