[March/2011 Update: Click here to read about the McBox in Czech Republic and Breakfast Boxes in Malaysia.]
McDonald’s is trying the “boxed value meal” tactic that KFC and others have used successfully for years. In Australia, McDonald’s has launched Family Dinner Boxes, a tiered-price series of Happy-Meals-for-four available from 5 p.m. to 11 p.m. in a market where breakfast lately has been the hottest arena.
httpv://www.youtube.com/watch?v=by_gqRImRsU There are three Family Dinner Box bundled-meal options:
● The Family Value Dinner Box is the entry-level family meal, priced at AU$19.95 (about US$18.31). Food choices include two signature Big Macs, two cheeseburgers and 6 Chicken McNuggets, with four small fries and two medium and two small soft drinks included.
● The Family Favourites Dinner Box upgrades food choices to include two Quarter Pounders as well as two Big Macs, and all four drinks go medium; two large and two small fries are included. The price moves up to $24.95.
● The Family Selections Dinner Box is the premium option. Food choices include the Grand Angus and Mighty Angus burgers introduced last summer, plus two big Macs or QP. All drinks and fries are larger size. The “Selections” name ties to the “M Selections by McDonald’s” menu of premium-price items that McDonald’s created last November in Australia (where McDonald’s has about 800 stores). All this costs AU$29.95 (approximately US$27.33).
Many quick-service chains have reported that as economic conditions have worsened, consumers increasingly have cut back on purchases of sides such as fries and drinks. Like other meal-bundle promotions, McDonald’s Dinner Box effort counters that trend by putting all courses together at a value-conscious price.
TV commercials from DDB Sydney promote family togetherness at mealtime and appeals to give Mom a break from shopping, cooking, cleaning, etc. at dinnertime. The commercial for the Family Value Dinner Box claims the $19.95 price represents savings of more than $13.
McDonald’s shift to a focus on dinner business is an abrupt departure from its long-running battle with Hungry Jack’s (Burger King in Australia) for dominance at breakfast (colloquially called “brekkie” or “brekky” there). McDonald’s has created such new items as the Brekkie Snack Wrap and, most recently, the $3.95 Mighty McMuffin (with bacon and sausage). HJ’s has countered with the Big Brekky Wrap and Eggs Benny. Hungry Jack’s has about 330 Australian locations.