McDonald's has been scrambling a bit of late -- introducing a variety of new menu items in an attempt to defend its market share in an increasingly competitive fast-food industry. Today, the company introduced two very big changes in many of its U.S.-based restaurants that might just determine its future success.
The first big change is a new breakfast item that goes by the name Triple Breakfast Stack. A Triple Breakfast Stack is a supersized breakfast sandwich with triple meat -- two sausage patties with bacon, two slices of cheese (American, of course), and an egg. There will be three different options when it comes to the bread part of the sandwich: biscuit, McGriddle, or McMuffin.
The second big change is the introduction of a new $6 Classic Meal Deal. And what, you might ask, is in a Classic Meal Deal? According to McDonald's, the new combo will include a choice of one of four of McDonald's entrees: 100% fresh beef Quarter Pounder with Cheese, Big Mac, 10-piece Chicken McNuggets, or Filet-O-Fish. In addition to the entrée, you'll also get any size soft drink or sweet tea, a small bag of fries, and an apple pie or seasonal pie for dessert.
There are a couple of caveats on the deal: it will be available for a limited time and only at participating restaurants.
The secret's out. We were inspired by your love for menu hacks and our "Secret Menu," so we created a NEW breakfast item: Triple Breakfast Stacks. Big mornings are going to be stacked in your favor starting 11/1 pic.twitter.com/6Gj9fwgysf-- McDonald's (@McDonalds) October 24, 2018
In the case of the introduction of the Triple Breakfast Stack, McDonald's CEO Steve Easterbrook recently remarked in an analyst call, "We haven't had much new food news at breakfast for a little while." The last major news in the breakfast department was the McDonald's announcement in 2016 that it was going to offer certain all-day breakfast options and the addition of barista-type espresso machines to restaurants to up the ante on its coffee drink menu.
And, in the case of the $6 Classic Meal Deal, about a year ago, McDonald's announced the reintroduction of a revamped Dollar Menu featuring items sold at three different dollar-based price points: $1, $2, and $3. However, competitors -- including Pizza Hut, Taco Bell, Carl's Jr., Del Taco, and others -- have recently been pushing $5 meal combos.
McDonald's decided to do the competition one better -- pricing its new Classic Meal Deal at $6. According to McDonald's U.S. chief marketing officer, Morgan Flatley, the combo "enables us to attract different customer segments, ultimately driving traffic into our restaurants while protecting margin."
Clearly, customers are constantly searching for the rare combination of value and quality in the food they buy and eat. McDonald's aims to provide an attractive array of products that respond to both of these desires.