McDonald’s Makes Major Decision About $5 Value Meal

The value option debuted at the end of June.

McDonald’s has made a major announcement regarding the fate of its somewhat controversial $5 Meal Deal, which rolled out late last month.

Originally, the value meal was only planned to remain on menus for four weeks, to the chagrin of many. But the chain has reportedly made the decision to extend the deal due to how successful it’s been at getting customers to return to the franchise, which has seen menu prices soar in recent years. McDonald’s responded by instituting the $5 value meal, which buys customers their choice of a McChicken, McDouble, or four-piece Chicken McNuggets, and a small fries and soft drink.

The company now says that 93 percent of its franchisees voted to extend the popular meal deal through August.

“Our message is resonating with our millions of customers,” Myra Doria, national field president, and Tariq Hassan, U.S. chief marketing and customer experience officer, said in a memo reviewed by NBC News. “When our customers are ordering the $5 Meal Deal, they aren’t visiting the competition, and early performance shows this deal is meeting the objective of driving guests back to our restaurants.”

Inflating fast food prices have been a bone of contention with customers in recent years, with some arguing that the high markups price out lower-income customers who previously relied on fast food as an affordable option.

McDonald’s meal deal bid has worked to boost traffic, but the chain still faces stiff competition from Burger King, Wendy’s, and Starbucks. Each of those chains has introduced its own value options in an attempt to win back the business of wary customers.

“We must remember that driving guest counts ultimately propels our business and is the key to sustained growth,” the memo concluded.