The McDonald's Dollar Menu will be no more in just a few weeks, Ad Age reported. The overhaul comes as the franchise looks to improve declining sales.
Starting Nov. 4, all McDonald's locations will be serving the Dollar Menu & More, which will feature pricier items along with some original elements from the value menu.
The menu will be rolled out nationally and supported by national advertising dollars, CEO Don Thompson said Monday.
The new menu will keep "some elements of the dollar menu, [while] adding two more tiers for our customers," a spokeswoman told Ad Age. The Dollar Menu & More lineup includes sandwiches that range from $1 to $2. The third and priciest tier will feature items like a 20-piece McNugget around the $5 mark.
The Dollar Menu & More will make room for what the company dubs "pricing flexibility" on items like the double cheeseburger. The sandwich provoked friction between franchisees and corporate back in 2008 when franchisees wanted it off the dollar menu due to rising costs and a decrease in profitability.
The McDouble, featuring two patties and one slice of cheese rather than two, served as a compromise.
McDonald's marketing focus in 2013 has been on value and the Dollar Menu, while the restaurant chain works to balance the value menu with promotions of pricier new items like the McWrap, its biggest product rollout of the year.
Amid a slump in sales, McDonald's has tried to entice American consumers with pumpkin-spice lattes, chicken wings and other fare.
In the third quarter, the company rolled out pricier limited-time Mighty Wings in conjunction with the start of the NFL season. Disappointingly, the Mighty Wings sales were on the lower end of the company's expectations, Thompson said.
"One dollar per wing was still not considered to be the most competitive in the current environment. The other thing we saw, and it's a very slight modification, the flavor profile is slightly spicy for some consumers."
Despite less than stellar sales, he said, "You will see wings again in the U.S." even after this limited-time promotion ends.
The Dollar Menu & More was being tested in Columbia, S.C.; Albuquerque, N.M.; Hartford, Conn.; Memphis, Tenn. and Fresno, Calif.
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