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McDonalds value meal

McDonald’s introduces new value deal

2-for-$5 value menu with premium sandwiches to start Monday

McDonald’s Corp. will launch a new 2-for-$5 value offering on Monday that will feature some of the chain’s most popular sandwiches, as the burger giant continues its push to lure budget-conscious customers.

The deal — the next iteration of the chain’s new “McPick” value platform — will give customers the option to pick any two items from a selection of four entrees: The Big Mac, Quarter Pounder with Cheese, 10-piece Chicken McNuggets or the Filet O’ Fish.

“We wanted to thank our guests for providing their feedback as we continue to build a better McDonald’s,” Jessica Foust, McDonald’s director of culinary innovation, said in a statement. “As a thank you and as proof that we will continue to listen, we are making our most iconic menu items available for a limited time at never-before-seen value.”

McDonald’s introduced its McPick menu for a five-week run this year by offering two from a selection of four items for $2. That run ended earlier this month, though some markets continued to keep that offer alive for much of February.

But other markets have already started offering a 2-for-$5 menu featuring these items, which are some of the chain’s most popular lunch and dinner offerings.

The change signals that the value wars currently dominating the quick-service restaurant business will likely continue well into spring. The Wendy’s Co. generated strong sales last fall with its 4-for-$4 value bundle, and Burger King and CKE Restaurants, owner of Hardee’s and Carl’s Jr., have followed suit.

Other chains outside of the burger segment, like Subway and Pizza Hut, have also joined the discounting fray. Some concepts that have avoided such moves, including Popeyes Louisiana Kitchen Inc. and Jack in the Box, have suggested that these value deals are taking business away from their concepts.

McDonald’s is getting aggressive in its efforts to retake market share lost over the past three years and has long said that value is vital to much of its customer base.

Buoyed by weather and a successful all-day breakfast promotion, the chain’s same-store sales increased 5.7 percent in the U.S. in the fourth quarter ended Dec. 31.

Contact Jonathan Maze at [email protected]
Follow him on Twitter: @jonathanmaze

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