- 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.
Well yeah, they aren’t going to voluntarily lower prices. That’s sacrilege.
I’m just relieved they are busy creating “value” instead of “percieved value”.