Value menu

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Value menu hamburgers.
A selection of value-menu hamburgers from McDonald's, Burger King, Sonic Drive-In and Wendy's.

A value menu (not to be confused with a value meal) is a group of menu items at a fast food restaurant that are designed to be the least expensive items available. In the US, the items are usually priced between $0.99 and $1.49. The portion size, and/or number of items included with the food, are typically related to the price.

United States

Arby's

Arby's announced the launch of their value menu on April 9, 2010.[1] Items on the value menu vary based on location, but typically include small or value size roast beef sandwiches, curly fries, milkshakes, chicken sandwiches, ham and cheddar sandwiches, and turnovers.[2]

Burger King

Burger King added a value menu in 1998 with items priced at 99¢ (USD).[3] In 2002[4] and 2006, BK revamped its value menu, adding and removing products at 99¢, and later increasing some prices to $1.39.[5] Many of these items have since been discontinued, modified or relegated to a regional menu option.[6]

McDonald's

After numerous attempts beginning in 1991,[7] experimenting with a variety of menus and pricing strategies,[8] McDonald's launched its first national value menu, the Dollar Menu, in late 2002.[9]

Taco Bell

In 1988, Taco Bell lowered the prices of all new items and launched the first three-tiered pricing strategy and free drink refills.[10] In 2010, Taco Bell introduced the $2 Meal Deals menu, featuring a menu item (i.e., a chicken burrito, a beefy 5-layer burrito, a double decker taco, or a Gordita supreme), a bag of Doritos, and a medium drink.[11]

Wendy's

Wendy's is generally credited with being the first fast food chain to offer a value menu in October 1989, with every item priced at $0.99.[12][13][14]

References

  1. ↑ Arby's (April 9, 2010). "ARBY’S LAUNCHES NATIONAL VALUE MENU STARTING AT $1" (Press release). Retrieved 2011-04-13. 
  2. ↑ arbys.com. "New Arbys's Value Menu". arbys.com. Retrieved 2011-04-13. 
  3. ↑ Burger King (March 16, 1998). "Burger King Debuts New 99¢ 'Great Tastes' Menu" (Press release). PR Newswire. Retrieved 2010-04-04. 
  4. ↑ "Burger King promotes new menu". South Florida Business Journal. August 12, 2002. Retrieved 2007-10-09. 
  5. ↑ Burger King (February 28, 2006). "Burger King Introduces Value Menu" (Press release). Media Post. Retrieved 2010-04-04. 
  6. ↑ BKC publication (July 2007). "US Regional Menu Nutritional Brochure" (PDF). Burger King Holdings. Retrieved 2007-10-24. 
  7. ↑ Richard Martin (January 7, 1991). "McDonald's kicks off value menu blitz". Nation's Restaurant News. Retrieved 2010-04-04. 
  8. ↑ "McDonald's Continues Dollar Menu Brand Campaign With Bilingual Spots[...]" (Press release). Business Wire. June 12, 2002. Retrieved 2010-04-04. 
  9. ↑ "McDonald's Spices Up Dollar Menu Price Attack.". Knight Ridder/Tribune Business News. November 27, 2002. Retrieved 2010-04-04. 
  10. ↑ "Our Company: History". tacobell.com. Retrieved 2007-02-05. 
  11. ↑ "Taco Bell - $2 Meal Deals". tacobell.com. Retrieved 2011-12-05. 
  12. ↑ wendys.com (February 5, 2007). "About Us: The Wendy's Story". wendys.com. Retrieved 2007-02-05. 
  13. ↑ Stuart Elliot (February 6, 2006). "Wendy's Returns 99¢ to Its Place on the Price Pedestal". nytimes.com. Retrieved 2007-02-05. 
  14. ↑ York, Emily Bryson (April 7, 2008). "Value menu battleground". Crain's Chicago Business (Crain Communication, Inc.). 

External links


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