The burger wars have moved to a pre-dawn duel, with value menus the weapons of choice.
As rivals wake up to a breakfast business valued as high as $34 billion, McDonald’s has begun to test morning items on its Dollar Menu, along with a Dollar Menu and More offering, in as many as 20 markets nationwide, including Chicago; Pittsburgh; Baltimore; Washington; Columbus, Ohio; Raleigh-Durham, N.C.; Austin, Texas; and Grand Rapids, Mich.
‘A lot of latitude’
“There’s a lot of latitude in each of the markets to determine what offerings will work best with the strategy,” a McDonald’s spokesman said.McDonald’s began running TV spots via Arnold, Boston, in October to promote its Breakfast Dollar Menu and More. The spots show toasters, blenders, coffee pots and mugs recycled after being rendered obsolete by the McDonald’s menu.
Items on the buck-or-less menu include the sausage biscuit, chicken biscuit, sausage burrito, fruit and yogurt parfait, two hash browns, 16-ounce soft drink, and 12-ounce coffee. The buck-and-up menu includes the sausage McGriddle, egg-and-cheese biscuit, CinnaMelt, and fruit and walnut snack salad. Separately, McDonald’s is testing a 24-hour breakfast menu in Romeoville, Ill., outside of Chicago.
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