RBC: McDonald's hyped its new Dollar Menu so much that the real game changers were overlooked (MCD)

RBC: McDonald's hyped its new Dollar Menu so much that the real game changers were overlooked (MCD)McDonald’s has been promoting its new dollar menu replacement — the $ 1, $ 2, $ 3 menu — like crazy, and so far, it doesn’t appear to be working out. “We continue to believe that the opportunity cost of advertising the $ 1, $ 2, $ 3 menu has been significant,” RBC Capital Markets analyst David Palmer said in a note to clients Monday, reiterating his skepticism around the revamped menus. Despite the possible menu blunder, RBC expects the chain to learn from its mistakes and take advantage of more promising initiatives like the buttermilk chicken tenders, soon-to-be-launched fresh-beef Quarter Pounder, and mobile ordering and delivery to boost a turnaround in the US.



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