Meet Paul, the McDonald's Menunaire
Competitor value offers in the US recession saw the quality perception of McDonald's Dollar Menu offer eroded. McD's needed to switch the market agenda away from cheapness to value for money
McDonald's Dollar Menu was once the undisputed leader of the value pack. However, in 2008, as the US economy began to sink into a deeper recession, consumers started tightening their purse strings and the quick service restaurant (QSR) industry noticed a softening in their core menu sales.
Eating out is often the first line cut from the budget (source:...