McDonald's is reviving its Dollar Menu - sort of

McDonald's is reviving its Dollar Menu - sort of

Be ready to welcome the New Year with a new dollar menu from your favorite McDonald's.

McDonald's USA president Chris Kempczinski reportedly said, "We have lost a number of our customers over the last few years because we didn't have a compelling value proposition".

McDonald's executives in October said nearly all of its U.S. operators support its ongoing turnaround plan that includes the new value menus. Then at last for $3, consumers can buy a triple cheeseburger, a Happy Meal, Sausage McMuffin with egg, or a classic chicken sandwich.

"We have lost a number of our customers over the last few years because we didn't have a compelling value proposition". "This is a competitive market". The chain previously had the Dollar Menu but ended that in 2012 due the limitations of what could be sold for $1. Some analysts are calling it "value menu wars 2.0"-that's more like an opening hail in the comparatively static industry of fast food".

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Among other fast food chains, Burger King offers Value Menu and Wendy's offers Right Price, Right Size Menu. "They need to be in the value game to drive traffic", said Peter Saleh, managing director at financial-services firm BTIG.

The company said the menu will make its official comeback January 4 and will feature a dozen new items, including a sausage burrito for a buck, a bacon McDouble for $2 and a Happy Meal for $3. If items are priced too high, customers feel like they're getting ripped off and head to competitors.

The new offering, which will run alongside McDonald's regular menu at restaurants, is a balancing act for the Golden Arches. The company in May unveiled the Signature Crafted Recipes line of sandwiches, which cost $4.99 to $5.19. The company will be including four items on the dollar menu when it makes it return next month. This value menu hopes to do a little of both.

McDonald's Corporation shares rose $1.39 (+0.81%) in premarket trading Tuesday.

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