Because consumers are moving away from junk food towards more healthier options, McDonald’s has been forced to change how it operates. The greatest change to McDonald’s strategy is the second shake-up to its value menu in less than 7 years. After the retirement of the dollar menu in 2013, McDonald’s introduced a value menu that included $2 and $3 options. The results weren’t as beneficial to McDonald’s as they had hoped.
Customers were reluctant to explore the more expensive choices. Now, McDonald’s hopes that their pick 2 for $5 menu will force consumers to spend more at their restaurant. That means that if you are looking to buy something from the value menu, you will have to spend at least $5. The value menu has also removed the famous happy meal, forcing parents to pay full price.