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McDonald’s Proposed $5 Meal Deal Sparks Concern Among Franchisees

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A picture of McDonald’s fast-food
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McDonald’s Proposed $5 Meal Deal Sparks Concern Among Franchisees

Source: Pinterest

McDonald’s introduces a $5 lunch offer this summer in an attempt to woo back customers who have been turned off by recent pricing increases.

For $5, you may purchase a McDouble or McChicken along with small fries, a drink, and McNuggets. However, not all is as it seems; some franchisees are unsure if this cheap pricing can last.

The Biggest Fast-Food Chain

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With almost 2 million workers throughout its 14,300 outlets and an additional 150,000 at its corporate headquarters, McDonald’s is the biggest fast-food chain in the country.

Franchisees own and run the vast majority of McDonald’s restaurants. Certainly, McDonald’s wouldn’t exactly be a trailblazer in the fast-food sector with a $5 dinner.

Franchisees Are Concerned

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According to the report, the limited-time deal will start on June 25, 2024, and run for around one month. As they prepare for the $5 lunch deal, McDonald’s franchisees are becoming nervous.

They’re worried that these deals could bankrupt them without more backing from McDonald’s corporate headquarters, so they’re raising alarms in a letter about the meager profit margins, estimated to be between 10 and 15 percent.

High Cost of Living

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Due to the cost of living crisis, McDonald’s restaurants have seen that lower-class customers are choosing to eat more meals at home.

As a result, the firms have had to provide higher promotions to get these patrons into their establishments. For the fourth consecutive quarter, McDonald’s suffered a slowdown in its global sales growth due to its greater exposure to the lower-income demographic.

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The Discount Is Location Based

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Even while it sounds like a wonderful deal, not all McDonald’s will offer the $5 special. Certain locations will have to forego the offer due to increased labor costs and higher rent.

You may pass up this affordable choice if the McDonald’s in your neighborhood is located in a more upscale neighborhood.

Franchisees Permission Must Be Granted

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McDonald’s needed franchise owners’ permission before launching a $5 promotional meal. Recently, Palmaccio and other franchise owners approved the new promotion. Franchisees have made their request for increased corporate support very clear.

According to the report, the National Owners Association discloses the tension around this agreement, stating that it is still true that options for consumers to be more affordable must still be affordable for the business owners.

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Affordability Based on Income

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In a report, Chris Kempczinski, the CEO of McDonald’s, stated that the company needed to concentrate on affordability. He believes it is crucial to realize that people of all income cohorts are looking for value.

Nevertheless, despite the CEO’s statement acknowledging varying income levels, several customers have expressed disappointment over the promotion’s one-month duration.

A Reasonable Deal

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The meal combination would cost a lot less than buying each item separately. The deal is a response to lower-class customers’ reluctance to patronize particular eateries due to persistent inflation and companies’ efforts to provide them with better value.

This is a calculated approach to increasing sales and keeping prices reasonable for all.

Ensuring Operators Profit

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McDonald’s franchisees are sharing their opinions on the business’s impending value meal promotion.

They support the idea that meals should be affordable for consumers. Still, they also want the corporation to contribute in the future to ensure that the discounted offer is long-term profitable for the operators. This is to ensure the company is not losing money during the process.

Collaborative Efforts

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McDonald’s isn’t paying for the transaction alone, even though it made $14.5 billion in revenue last year. Coca-Cola is providing $4.6 million, and franchisees are also contributing, demonstrating a collaborative effort to provide customers with this affordable dinner.

For the first time in decades, McDonald’s is offering a bargain at a consistent price nationwide. This differs from the standard procedure, in which franchisees modify prices to regional economic conditions.

ALSO READ: Other Workers Demand Minimum Wage Increase After California Fast-Food Workers Wage Hike

Franchisees in Agreement

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Even though they will have to absorb a portion of the deal’s costs, the franchisees are eager to win back their clients and vote in favor of the agreement. It’s unclear if McDonald’s is contributing financially as well.

According to a McDonald’s representative, the fast-food chain understands the need to provide significant value to its customers and promote it nationwide through advertising.

Procedure To Boost Sales

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To neutralize its declining sales, McDonald’s is stepping up its promotions and value marketing, which includes the new $5 lunch deal.

In April 2024, the burger company claimed that consumers in numerous large markets were eating out less frequently due to inflation.

Great Value and Affordable Meal

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McDonald’s brand has long been known for its great value and affordability, and now, the management and workers are putting efforts together to provide just that at a moment when its customers most need it.

This new dimension aims to maximize profits while extending sales and motivating clients.

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