McDonald’s Corp.’s US chief says the company is ready for a fight. And in order to win, the burger chain is pulling out one of the most potent weapons in its arsenal: The value meal. It’s all part of a bid to lure back penny-pinching customers who have cut back on fast food after flocking to the Golden Arches in recent years.
On June 25, McDonald’s will kick off a marketing campaign and a new $5 meal deal, raising the stakes as US restaurants vie to lure back inflation-weary diners.
“We’re committed to winning the value war,” Joe Erlinger, president of McDonald’s US, said in an interview with Bloomberg News. Last month, after Bloomberg News reported on McDonald’s plans for the $5 promotion, competitors came back with their own deals — and insults.
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