Burgernomics: Uh-Oh, Might Have Spoken Too Soon About The Dollar Menu

Advertising Age (via stockhouse.com) brings news of the $1.09 double cheeseburger at 50 McDonalds stores in Georgia and Mississippi…and apparently all is not well in franchise land. For a marketing geek, the clinical nature in which the McDonald’s folks “speak” in this article is eye-opening. Burgers are really just widgets (albeit better tasting)…

‘The value menu as an everyday-value proposition is probably not a bad thing,’ said Ed Bailey, a franchisee with 63 restaurants in the Dallas area. ‘But when you begin to advertise it and make it your marketing campaign, encouraging franchisees to do it because transactions are slipping and comp sales are slipping,’ there are problems, he said.

And the saga continues. Look out Dollar Stores, you’re next!

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