- McDonald’s executives acknowledged during an earnings call Monday that diners consider the company’s prices too high, and said they are taking a “forensic approach” to evaluating prices.
- Amid a broader consumer pullback and increasing prices, fast-food chains have had a difficult time drawing in lower-income diners.
- The company’s recent $5 value meal offering was initially successful in bringing lower-income diners back to stores but has yet to translate into higher sales, company executives said.
They’re taking a “forensic approach”. They’re “working to create value”, instead of just lowering their artificially jacked up prices. This means they’re trying to create more value for shareholders and execs, not customers - obviously, not surprising, just interesting seeing the way they weasel themselves around the actual issue.
I’m just relieved they are busy creating “value” instead of “percieved value”.