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Dollar Menu changes

McDonald's may add pricier items

NEW YORK — McDonald’s says a revamped version of its Dollar Menu that includes items priced at $5 could be launched nationally this year.

The world’s biggest hamburger chain says it has been testing versions of its value menu that’s called “Dollar Menu & More” in five markets.

The company said no official changes have been made to its current Dollar Menu, which was introduced more than a decade ago.

The change would come after McDonald’s unsuccessful attempt last year to get customers to switch from the Dollar Menu to a pricier “Extra Value Menu,” which features items costing closer to $2. But after sales flagged, the company went back to aggressively touting its Dollar Menu in TV ads.

If the new “Dollar Menu & More” is rolled out, the Extra Value Menu would be retired, said Neil Golden, chief marketing officer for McDonald’s.

The results from the tests have been positive and the company is in the process of sharing the information with its more than 14,000 U.S. franchisees.

In order to be approved, at least 75 percent of the company’s 180 marketing cooperatives across the country would need to vote for it.

The Dollar Menu & More that was tested has three price points —$1, $2 and $5 or “shareable” items such as 20-piece McNuggets. Another version that was tested has prices of $1, $1.79 and $4.99. The menu includes more chicken items, as well as versions of its burgers that come with an extra beef patty or toppings such as bacon.

The tests come as McDonald’s and other chains have been trumpeting their value menus amid the weak economy. Some analysts have raised concerns that the strategy could eat into profit margins.

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