McDonald’s Corporation (MCD) Five-Dollar Menu? Why It Might Actually Work

But that’s also not to say McDonald’s competitors are simply sitting on their hands waiting to lose market share.

The Wendy’s Co (NASDAQ:WEN), for example, is working hard to differentiate itself through its Image Activation reimaging program, through which the company is methodically renovating existing locations to help them look more modern. This, in turn, when combined with a more sophisticated-sounding Right Price Right Size value menu, and items like the Pretzel Bacon Cheeseburger, is slowly but surely helping investors and diners alike change their perceptions of The Wendy’s Co (NASDAQ:WEN) as just another fast-food joint.

Then, of course, there’s good old Yum! Brands, Inc. (NYSE:YUM), and its Taco Bell subsidiary, for which Yum! Brands, Inc. (NYSE:YUM) hopes to double domestic sales to $14 billion over just the next eight years through a combination of new locations, a breakfast daypart, and affordable items like the new Loaded Grillers, which currently cost only $1.00 from 2:00 PM to 5:00 PM every day through its “Happier Hour” menu.

Taco Bell Loaded Grillers, Image source: Taco Bell.

Foolish takeaway
Time will tell whether McDonald’s Dollar Menu & More will be able to duplicate its small-scale success on a larger national field — and that’s if McDonald’s ultimately decides to roll it out of the test phase.

In the end, remember this sort of competition is par for the course for these fast-food giants, and I still think there’s plenty of room for multiple companies to succeed in the space over the long run.

The article McDonald’s Five-Dollar Menu? Why It Might Actually Work originally appeared on Fool.com and is written by Steve Symington.

Fool contributor Steve Symington has no position in any stocks mentioned. The Motley Fool recommends Buffalo Wild Wings and McDonald’s. The Motley Fool owns shares of Buffalo Wild Wings and McDonald’s. 

Copyright © 1995 – 2013 The Motley Fool, LLC. All rights reserved. The Motley Fool has a disclosure policy.