McDonald's to Debut Its New Value Menu 'McPick' in 2016

2 min read
This story originally appeared on Reuters

McDonald's Corp said it would debut a "McPick" U.S. value menu in January as turnaround efforts continue at the world's largest restaurant chain by revenue.

The first promotion will be "McPick 2 for $2," and will run from Jan. 4 through Feb. 8, McDonald's spokeswoman Lisa McComb said on Tuesday, adding that the menu would offer choice and flexibility.

McDonald's will still offer its Dollar Menu & More value menu, which will share some items with the McPick menu, McComb said.

McDonald's introduced the Dollar Menu & More to wean customers off its $1 value menu. The goal with McPick is to convince them to spend more money and to shake the chain's reputation for serving cheap food.

"I believe we can own the modern definition of value," McDonald's Chief Executive Steve Easterbrook said at the company's investor meeting last week, where he said new value platform was in the works.

Easterbrook, who has vowed to remake McDonald's as a "modern, progressive burger company," has been taking steps to bolster the taste and quality of McDonald's food by using butter instead of margarine on Egg McMuffins and switching to cage-free eggs and chicken from animals raised with fewer antibiotics.

In October, McDonald's reported a stronger-than-expected increase in third quarter sales at established restaurants, ending six straight quarters of flat or declining results.

(Reporting by Lisa Baertlein in Los Angeles)

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Amplify your business knowledge and reach your full entrepreneurial potential with Entrepreneur Insider’s exclusive benefits. For just $5 per month, get access to premium content, webinars, an ad-free experience, and more! Plus, enjoy a FREE 1-year Entrepreneur magazine subscription.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur