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Franchisees of McDonald's Corp. have agreed to a new "McPick 2 for $2" value platform, paving the way for its introduction in January as part of a key element in the burger giant's turnaround, the company told NRN on Monday.
The platform allows customers to pick any two items from a menu of four - the McDouble, the McChicken, Small Fries and Mozzarella Sticks - for $2. The price brings sandwiches back to the key $1 price point widely considered a key element in the company's decade long run of success, albeit this time it's in a bundled deal.
This format of the McPick platform will initially run for about five weeks, from Jan. 4 through Feb. 8, after which local markets will be able to extend the promotion. The company will back the promotion with a heavy marketing campaign.
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Erik Hess, senior vice president of customer experience for the Oak Brook, Ill.-based quick-service company, said the offering is "not an LTO," but a "kickoff of having a strong value platform."
"The platform is going to be around choice and flexibility," Hess said, adding that the company will "evolve" the platform based on consumer...