McDonald's Serves Up Value (Again)

Did you know McDonald's rings up $25 billion in annual sales? That's "billions and billions" of burgers, fries, soft drinks, Egg McMuffins, and other popular menu items sold every year.

In fact, its "all day breakfast" initiative has helped turn around the fast-food giant's sales momentum.

But value remains a key element in the consumer's perception of fast-casual food. And that's why McDonald's is planning to rev up its value menu--again. This time, only a few items are priced at $1, with other special deals at $2, $3, and $5. Not to mention the "Extra Value Meal Deals" that bundle a sandwich and a beverage and a side for customers morning, noon, and night.

The idea is to attract price-conscious fast-food fans and preserve some of the profit margin. And have more weapons in the price war with competing fast-food chains.

What's more, McDonald's is putting coffee front and center with hot and cold, tall and short offerings, targeting coffee-lovers of all ages and all value perceptions. A recent Snap "disappearing coffee" bitmoji is an example of engaging content created especially for a younger targeted segment, for instance.

With more than 75 million Facebook likes, 3.5 million Twitter followers, and 2.8 million Instagram followers, plus a presence on Tumblr and YouTube, McDonald's has a gigantic social media audience. The fast-food giant is leveraging this reach to encourage more visits, stimulate product trial, and reinforce brand loyalty.