How McDonald's Lost its Price Advantage – and Is Trying to Reclaim it

The chain that built its name on affordability is struggling at the wrong end of a wobbly economy. McDonald's loses its price advantage: A battle for reclaiming it McDonald's (i), once known for its affordable and quick meals, has lost its reputation as a budget-friendly option. Customers are increasingly questioning what happened to the "Dollar Menu." A UBS survey revealed that the perceived value of McDonald's has fallen to its lowest level in ten years, leading to a significant decline in U.S. sales, particularly among low- and middle-income...