Quickservice chains ditch the dollar menu

10/30/2013 | Los Angeles Times (tiered subscription model)

McDonald's recent announcement that it would change up its long-time Dollar Menu with the addition of $2 options and $5 shareable meals is the latest move in an industry where meals for $1 are giving way to rising costs and a growing willingness to pay more for healthier fare. Other chains including Wendy's, Burger King and Arby's have made similar moves away from the $1 price point. "If you talk dollar too much, it erodes the customer's perception of you over time -- you don't find a Maserati for a dollar," said John Gordon, founder of Pacific Management Consulting Group.

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