In a move brought to you by the same industry that makes chicken meat largely out of bone, McDonald’s announced today that its Dollar Menu will no longer feature only items that cost $1.
The new "Dollar Menu and More" menu will include things that literally cost $1, and then there will a number of yet-to-be-revealed variations of the McDonald’s burger and “shareable” items like a 20-piece box of McNuggets priced at $2 and $5.
All of which is somehow intended to invoke the cost-saving sensation of spending just one dollar while actually costing more?
Whatever the reasoning, it completely divorces the brand image of the one-dollar item—Cheap! Accessible!—from the actual fiscal value of a greenback, a move that wouldn’t cause quite as much cognitive dissonance if McDonald’s had done away with the “Dollar Menu” moniker altogether.
As for why McDonald’s is trying to the five-dollar dollar a thing, it's another step in the chain’s simultaneous efforts to offer thrifty diners a fat-and-carbs fix on the cheap whilst improving its public image as a healthful company that’s about so much more than that.
And if McDonald’s is capable of selling a $5 item on a Dollar Menu and More menu, then they might just be able to pull off that larger goal.