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McDonald’s Broadening Dollar Menu, Breakfast Menu

Many consumers continue to order off the low-price end of quick-service restaurant menus, a trend that recently resulted in Burger King’s $1 French Fry Burger. McDonald’s is responding by moving to broaden its budget lineup into a “Dollar Menu and More” array of low-price options.

the humble McDouble burger is the key to expansion of the Dollar Menu.

The humble McDouble burger is the key to expansion of the Dollar Menu.

To that end, McDonald’s in some markets has brought back the Bacon McDouble burger that it tested earlier. This is the Dollar Menu’s McDouble (the one-cheese-slice double cheeseburger that is not the two-slice Double Cheeseburger) embellished by the addition of two bacon slices. It’s priced from $1.69 to $1.99 depending on location.

In May, McDonald’s USA Chief Marketing Officer Neil Golden told the Chicago Tribune of the chain’s intention to create a second, higher-priced tier for the Dollar Menu with dressed up versions of the McDouble and McChicken sandwiches. This expanded Dollar Menu and More offer would be tested in Albuquerque, N.M.; Memphis; Columbia, S.C.; Fresno, Calif., and Hartford, Conn., Golden said.

The Bacon McDouble fits that game plan, as do some of the other sandwiches that reportedly have popped up in selected markets since the spring. These include a double–patty version of the Dollar Menu’s Grilled Onion Cheddar plus Dijon Swiss McDouble and Southwest McDouble (with fried tortilla strips on top) and a Bacon Buffalo McChicken, Bacon Hot ’n Spicy McChicken and McChicken Deluxe. All have been priced from $1.79 to $1.99. The best sellers of this group could be rolled out nationally.

The Steak, Egg & Cheese Biscuit and Steak, Egg & Cheese McMuffin are quietly moving onto the menu.

The Steak, Egg & Cheese Biscuit and Steak, Egg & Cheese McMuffin are quietly moving onto the menu.

While it’s promoting its Breakfast Dollar Menu, McDonald’s also has quietly added higher-price, more-indulgent morning items as well. Biscuit and McMuffin versions of McDonald’s Steak, Egg & Cheese Bagel breakfast sandwich are now available in most markets, according to McDonald’s menu site, although they have received no national advertising calling attention to them.

The bagel sandwich is priced at $3.79 a la carte while the Steak, Egg & Cheese Biscuit and Steak, Egg & Cheese McMuffin are each $3.19 (prices may vary).

At 430 calories and 23 grams of fat, the Steak, Egg & Cheese McMuffin is an indulgent counter to the Egg White Delight McMuffin’s 250 calories and 7 grams of fat.

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