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Wendy’s will offer a $3 breakfast deal starting May 20, while McDonald’s plans a $5 value meal for June, reflecting a strategic push to attract budget-conscious consumers amid high inflation.
Wendy’s $3 Breakfast Deal Includes English Muffins and Potatoes as McDonald’s Unveils $5 Lunch Option
According to the fast-food restaurant (via CNBC), the bargain includes a small portion of seasoned potatoes and your choice of a bacon, egg, and cheese English muffin or a sausage, egg, and cheese English muffin.
The promotion comes as Wendy's competitor, McDonald's, announces a similar but limited-value meal option to increase business. Last week, CNBC reported that the fast-food chain's $5 lunch deal would be available in outlets for only one month, beginning June 25.
Consumers have become pickier about where they spend their money, and some eateries have begun to see a long-anticipated consumer backlash. Other fast-casual chains have seen solid sales despite rising prices.
Companies catering to lower-income clients have struggled to attract customers as inflation remains high.
Wendy's announced earlier this month that first-quarter revenue increased by a modest 1.1% to $534.8 million. Its same-restaurant sales worldwide increased only 0.9% in the quarter.
McDonald's failed first-quarter earnings estimate last month. Although higher pricing has increased the chain's earnings, it has turned off some low-income customers. Chief Financial Officer Ian Borden stated that the company has developed a "street-fighting mentality" to compete for value-conscious diners.
Yum Brands owns KFC, Pizza Hut, and Taco Bell. Earlier this month, the company also reported poor earnings, with revenue falling short of Wall Street expectations. According to the business, KFC and Pizza Hut saw reductions in same-store sales.
McDonald’s to Launch Limited $5 Value Lunch Featuring McChicken, Nuggets, Fries, and Drink in June
McDonald's plans to provide a $5 value lunch in the United States, but only for a limited period.
The sale will feature four items for $5 — a McChicken or McDouble, four-piece chicken nuggets, fries, and a drink — and will last about a month, beginning on June 25, according to a source familiar with the offering who was not authorized to talk publicly about it.
"We understand how important it is to our customers when McDonald's provides genuine value and expresses it via national advertising. That's been true since our inception and has never been more vital than it is today," McDonald's stated in a statement to CNBC.
Last week, CNBC reported that the fast-food giant was attempting to add a value proposition to menus, with franchisees debating and voting on the contents. An early meal idea did not meet the essential requirements.
CNBC reported that Coca-Cola injected marketing cash into the agreement to make it more desirable. Coca-Cola stated on May 8 that it often collaborates with its customers on marketing activities to satisfy consumer needs. This allows us to expand our businesses together.
The financial terms of the arrangement were not disclosed. The month-long campaign comes when eateries finally see the much-anticipated customer slowdown.
McDonald's announced a mixed first quarter, with U.S. same-store sales slightly below estimates. Higher pricing boosted average checks. However, some consumers backed off due to the higher expenditures.
"Consumers continue to be even more discriminating with every dollar that they spend as they faced elevated prices in their day-to-day spending, which is putting pressure on the [quick-service restaurant] industry," CEO Chris Kempczinski said on the company's earnings call on April 30.
He stated that McDonald's must be "laser-focused" on affordability to entice customers.
"Great value and affordability have always been a hallmark of McDonald's brand, and all three legs of the stool are coming together to deliver that at a time when our customers really need it. This is the power and promise of the Golden Arches," John Palmaccio, McDonald's owner and operator and chair of the Operators National Advertising Fund, said in a statement to CNBC on the $5 promotion.
Photo: Microsoft Bing
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