Sat Nov 23 12:10:00 UTC 2024: **McDonald’s Launches New “McValue” Menu to Combat High Prices**

**Chicago, IL (CNN) –** Facing declining sales and increased competition, McDonald’s announced the launch of its new “McValue” menu, a major value-oriented initiative aimed at attracting budget-conscious consumers. The menu, rolling out nationwide on January 7, 2025, will feature the popular $5 meal deal as its centerpiece, along with a “Buy One, Add One for $1” option encompassing breakfast items.

The move comes after a challenging period for the fast-food giant. Menu prices have risen approximately 40% over the past five years, impacting customer perception of McDonald’s value proposition. An E. coli outbreak in October further exacerbated the situation, leading to a significant drop in sales and prompting a $100 million investment in marketing and franchise support.

The McValue menu is McDonald’s largest value-focused effort since 2018 and represents a shift away from its previously unsuccessful dollar menu. According to David Henkes, a senior principal at Technomic, the new platform recognizes the continued importance of value to consumers in the face of persistent inflation. The menu will also include increased in-app offers and localized deals curated by franchisees. This broader strategy aims to re-establish McDonald’s image as a value-oriented brand.

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