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McDonald’s $2.50 Meal Promotion Gave Small 2-Week Value Boost

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Fri, 10/07/2015 - 22:36
Ted Marzilli

After two weeks, McDonald’s three-week-old, franchisee-created $2.50 meal promotion created to lift the company out of a sales slump may have possibly run out of gas and not helped sales, according to YouGov BrandIndex, the only daily brand consumer perception research service.

From its June 16th launch through the 26th, the $2.50 “Summer Deal” for a Double Cheeseburger and small fries appears to have modestly nudged up McDonald’s value perception with fast food eaters.

However, according to YouGov BrandIndex’s Purchase Consideration data, the promotion seems to have had no discernable effect in increasing fast food eaters’ chances of buying meals at the burger chain.

After those initial two weeks, McDonald’s metrics began to soften: from June 27th through this past July 4th holiday weekend, McDonald’s value perception eroded, giving up the modest gains it had made since early March. Additionally, the percentage of fast food eaters who would consider eating at McDonald’s the next time they were out to eat at a fast food restaurants dropped from where it had steadily been since mid-May -- 48% -- down to 45%.

For this research, YouGov BrandIndex interviewed adults 18 and over who said they eat fast food anywhere form once a day to once a month.

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