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Feb, 25 2016

McDonald's play on high pricing

The 2 for $2 menu that began in early January let patrons choose from the McChicken and McDouble sandwiches, mozzarella sticks and small fries.

McDonald's has been rebounding after a prolonged slump, helped in part by the October launch of All Day Breakfast. Still, low-priced offerings are key for the world's largest restaurant chain with consumers focused on value.

The next version still carries the name McPick, though the items are now two for $5 rather than two for $2. Four Golden Arches items are in the program: Big Mac, a 10-piece order of Chicken McNuggets, Filet-O-Fish and the Quarter Pounder with Cheese.

The $5 price makes McDonald's more expensive than smaller burger rivals that have used $4 value combinations in recent months. Wendy's set the tone in October with a 4 for $4 meal including a Jr. Bacon Cheeseburger, chicken nuggets, small fries, and a small drink. Burger King followed with a 5 for $4 meal that includes a bacon cheeseburger, chicken nuggets, small fries, small drink and a cookie.

McDonald's has had limited-time discounts on the four items before, but they have never all been offered together on one value menu, the chain said Wednesday. The Big Mac was introduced to the chain's national menu in 1968, when it carried a price of 45 cents.

"We wanted to thank our guests for providing their feedback as we continue to build a better McDonald's," Jessica Foust, a chef and McDonald's director of culinary innovation, said in a statement.

The 2 for $2 menu that began in early January let patrons choose from the McChicken and McDouble sandwiches, mozzarella sticks and small fries.

A McDonald's spokeswoman said the 2 for $5 platform will be available nationally for a limited time, without specifying the end date. "The McPick menu definitely has long term potential as we continue to look for ways to give our customers both great tasting food and value," spokeswoman Lisa McComb said. 

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