McDonald's Announces $5 Value Meal As It Looks To Win Back Customers: 'We're Committed To Winning The Value War'
McDonald's Announces $5 Value Meal As It Looks To Win Back Customers: 'We're Committed To Winning The Value War'
McDonald's Corp. (NYSE:MCD) is set to launch a new $5 meal deal, intensifying the ongoing price war among U.S. fast-food chains.
麥當勞公司（紐交所：MCD）將推出新的5美元餐，加劇了美國快餐連鎖店之間激烈的價格戰。
What Happened: McDonald's is introducing a $5 meal deal, which includes a McDouble cheeseburger, small fries, four-piece chicken nuggets, and a small soft drink, reported Bloomberg on Friday. The promotion is set to begin on Jun. 25, as the company aims to entice customers who have cut back on fast food due to rising prices.
據彭博社週五報道，麥當勞將推出5美元餐特惠，包括一份麥香雞肉漢堡、小薯條、四塊雞塊和一杯小汽水。6月25日開始，公司旨在吸引那些因物價上漲而減少快餐消費的顧客。
"We're committed to winning the value war," said Joe Erlinger, president of McDonald's U.S.
麥當勞美國總裁喬·厄林格表示：“我們致力於贏得價值戰。”
Competitors have already responded to McDonald's plans. Burger King (NYSE:QSR) pledged to roll out its $5 value meal before McDonald's, while Wendy's Co. (NASDAQ:WEN) introduced a $3 breakfast offer and mocked its competitors on social media. Even Starbucks (NASDAQ:SBUX) announced a $6 breakfast sandwich and coffee combo.
競爭對手已經對麥當勞的計劃做出回應。漢堡王（納斯達克：QSR）承諾在麥當勞之前推出5美元套餐，而溫迪公司（納斯達克：WEN）推出了3美元的早餐優惠，並在社交媒體上嘲笑競爭對手。甚至星巴克（納斯達克：SBUX）也宣佈推出6美元的早餐三明治和咖啡組合。
Erlinger, however, is not concerned about the competition. He believes McDonald's size and marketing muscle give the company an edge over smaller rivals and the ability to minimize any impact on franchisee profits.
然而，厄林格並不擔心競爭。他認爲，麥當勞的規模和營銷力量使公司比小型競爭對手更具優勢，並且可以將對加盟商利潤的任何影響降至最低。
Despite the promotion, some franchisees are concerned about customers trading down from pricier options, like the $9 Big Mac combo.
儘管有優惠活動，但一些加盟商擔心顧客會從更貴的選項（如9美元的大麥克餐）降低消費。
Why It Matters: McDonald's has been under scrutiny for its price increases. The menu has seen historic price hikes of more than 200% in some cases over the past decade. This has led to criticism from customers and a decrease in fast-food consumption, even among traditionally loyal customers.
爲什麼重要：麥當勞一直受到價格上漲的審查。過去十年中，一些菜單價格已經歷史性地上漲了200%以上。這引起了顧客的批評，並減少了忠實顧客的快餐消費。
McDonald's also recently lost the trademark rights to its chicken-based Big Mac in the European Union. The company's decision to end a drive-thru AI test also suggests that the fast-food giant is adapting to changing consumer demands.
麥當勞還最近失去了其基於雞肉的大麥克商標權，在歐盟。公司終止了一項AI驅動的試點服務，這也表明這家快餐巨頭正在適應不斷變化的消費者需求。
Price Action: McDonald's Corp's stock closed at $253.80 on Thursday, up 1.20% for the day. In pre-market trading, the stock remained unchanged. Year to date, McDonald's stock has declined by 14.56%, according to the data from Benzinga Pro.
股價變動：週四，麥當勞公司股價收於253.80美元，同日上漲1.20%。在美股盤前交易中，該股價不變。根據Benzinga Pro的數據，截至目前，麥當勞公司的股價已經下跌了14.56%。
Image Via Shutterstock
圖片來自Shutterstock。
This story was generated using Benzinga Neuro and edited by Kaustubh Bagalkote
本報道使用Benzinga Neuro生成，並由Kaustubh Bagalkote
譯文內容由第三人軟體翻譯。