패스트푸드 체인점들은 물가 상승과 매출 감소 속에서 비용에 민감한 소비자들을 끌어들이기 위해 실속형 메뉴를 부활시키고 있습니다.

### 패스트푸드 체인점, 가격 우려 속에서 가치 메뉴를 부활시키다
* 🍔 패스트푸드 고객들이 가격 상승에 반발하면서 **맥도날드, 버거킹, 웬디스 같은 체인점들이 가치 있는 식사**를 다시 도입하고 있습니다.
* 💰 맥도날드는 다음 달에 **5달러 특별 메뉴**를 출시할 예정이며, 웬디스와 버거킹도 자체적으로 **5달러 식사 할인**을 제공할 예정입니다.
* 📉 맥도날드는 **2024년 2분기에 동일 매장 매출이 0.7% 감소**하여 2020년 이후 처음으로 감소세를 기록하는 등 업계에서 큰 폭의 감소세를 보이고 있습니다.
* 💸 2019년 이후 미국 패스트푸드 레스토랑의 비용이 **40%나 급등**하여 2024년 8월 기준 외식 물가가 **27% 상승**했습니다.
* ⚖ 밸류 메뉴는 고객을 다시 패스트푸드로 끌어들이기 위해 고안되었지만, **낮은 가격으로 인한 수익률 감소**로 인해 가맹점주에게 어려움을 안겨줍니다.
* 🔄 맥도날드가 밸류 메뉴를 시즌 한정으로 제공하던 것을 넘어 **상시적인 밸류 프로그램으로 전환**하기로 결정한 것은 고객의 관심을 유지하기 위한 조치입니다.
* 📊 분석가들은 전통적인 가치 메뉴는 사라질 수 있지만, **웬디의 4+1, 타코벨의 크레이빙 박스 같은 식사 딜**는 기업들의 시장 점유율 경쟁으로 인해 여전히 인기가 있을 것으로 예측합니다.
* 🤝 현재 진행 중인 **'가치 메뉴 전쟁'**은 경쟁을 촉진하고 소비자를 식료품점 대신 레스토랑으로 다시 끌어들임으로써 궁극적으로 패스트푸드 업계에 도움이 될 수 있습니다.

With fast food customers revolting over higher prices, chains like McDonald's, Burger King, and Wendy's are bringing back the value meal. Consumers are continuing to collide with companies over higher prices. McDonald's is rolling out a special $5 value menu next month. Wendy's and Burger King both launch $5 value meals of their own. Restaurants are hoping to win back customers who have been turned off by high prices and turn to grocery stores for meals. McDonald's, Taco Bell, Burger King, and Wendy's have unveiled or revived meal deals with a $5 or less price tag. Find out which extra value meal is 2.99. Go to your local McDonald's. It's a familiar playbook that fast food chains have used in the past, and the competition has sparked what some are calling the value menu war. Causing this, you know, quote, war could actually be helpful for them and it might actually help the entire

fast food industry. And this has always been an industry where value is critically important. We stepped away from that or backed away from that a little bit during the pandemic and in the years subsequent because spending was robust, because there was a lot of inflation in the commodity complex. But now we're seeing what I would characterize as a little bit more of a return to normal. So what has led to the revival of the value menu and are lower prices here to stay? With the price of fast food skyrocketing, cash-strapped consumers have pulled back on their restaurant spend. You go back to where we were in 2019. Our costs in the US have gone up 40% in our restaurants since 2019. Costs are up 40%. Prices are up? Pricing's pricing is up correspondingly. As of August 2024, prices for food away from home rose over 27% since 2019.

In the US, McDonald's same-store sales fell 0.7% in the second quarter of 2024 compared to the previous year. The first time domestic same-store sales have fallen since 2020. Other chains felt the same pressures in the US in the second quarter of 2024. Burger King saw same-store sales decline by 0.1%, and KFC's fell 5% compared to the previous year. Higher wages have also been a factor. Labor costs in states like California and New York further pinched tight margins. Well, I would consider the $5 menu sort of chapter one of a multi-chapter value playbook that we're going to be writing. And that is continued through the end of August. McDonald's has said it's seeing traffic increase as a result, and investors are buying in. The company's stock has been moving up since reporting earnings in late July. Taco Bell led the value menu wars, launching its cravings menu back in January.

Value is working for them, but it's really, again, to quote McDonald's, it's a knife fight out there. The value meals are only an entry point to customers to return, and potentially buy more items not found on the discounted menu. Fast food typically does better during economic downturns, but the sharp increase in prices over the years has made fast food meals a luxury. But value menus can be tough on franchisees because simply lowering the prices will equate to less profit. A McDonald's franchisees advocacy group wrote in a letter obtained by CNBC to the chain, saying the fact remains that in order to provide the consumer with more affordable options, they must be affordable to the owner operators. The discount pricing may be a boon for customers, but not so much for franchisees. Franchisees tried to push back against the value menu rollout, citing reduced costs would further hurt their already tight profit margins. Well.

You know, McDonald's is a big family, and it has been around for 60 years. It's prided itself on its success on this three-legged stool between suppliers, the brand, and of course, the vital franchisees. And so, in every big family, you have disagreements. But this debate, this internal debate, has yielded a great result for the brand. And that is us being in the forefront of value. Franchisees have recognized, and the fact that they voted to continue it is recognized that the vast majority of franchisees can make money on these meal bundles, and in particular, are seeing incremental transactions, incremental sales from that. In addition, they're looking at other value constructs that will be more of a permanent solution. So, there's a lot of gates to go through here. So, whether it's buy one, get one for a dollar or for five, they need to find a value solution here in the near term.

McDonald's originally announced its value menu would be seasonal, lasting only a month. It later decided to extend the deals. Analysts in the street alike expect these deals to remain in some form far longer. To continue to attract the value-driven consumer. We are working with the franchisees in the US to get a broader value construct in place. And so what we're working on right now with the franchisees is what's next. I consider the $5 meal a bridge value program. And then what we'll be doing is putting in place a more permanent value program, much like we had previously. Some restaurant analysts expect the value menus to slowly disappear as they normally do, but in their place will remain meal deals like Wendy's popular for four or Taco Bell's Cravings box. You know, it's just going to be a consistent battle for market share. I wouldn't expect dramatic changes in results from Q2 to Q3 just given the

demand environment. And so, what we're really going to be looking for is which restaurants, which companies can resonate most with consumers, and therefore outpace the rest of the industry.

Why Fast Food Chains Like McDonald’s, Wendy’s And Taco Bell Brought Back Value Meals

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가치 있는 식사를 되살리는 패스트푸드 체인점

패스트푸드 고객들이 가격 인상에 반발하면서 맥도날드, 버거킹, 웬디스와 같은 체인점들이 가치 있는 식사를 다시 선보이고 있습니다.

맥도날드는 5달러짜리 밸류 메뉴를 출시했고, 웬디스와 버거킹도 5달러 식사 딜을 제공하고 있습니다.

패스트푸드 체인점들은 인플레이션과 비용 상승으로 어려움을 겪은 고객을 되찾고 정상으로 돌아가기 위해 저가 식사 경쟁이 치열해지고 있습니다.

맥도날드, 동일 매장 판매에 어려움을 겪다

미국 내 맥도날드의 동일 매장 매출은 2024년 2분기에 0.

7% 감소하여 2020년 이후 처음으로 감소했으며, 버거킹과 KFC와 같은 다른 체인점도 감소세를 보였습니다.

캘리포니아와 뉴욕과 같은 주에서 인건비가 상승하면서 이러한 패스트푸드 체인의 수익 마진이 줄어들고 있습니다.

맥도날드는 고객 트래픽과 매출을 늘리기 위해 가치 플레이북의 일환으로 5달러 메뉴를 시행하고 있지만, 수익성 악화로 어려움을 겪고 있는 가맹점주들에게는 할인 가격 책정이 쉽지 않은 상황입니다.

가치와 가맹점 성공을 위한 맥도날드의 접근 방식

맥도날드는 공급업체, 브랜드, 가맹점과의 관계에서 균형을 유지하며 60년 동안 성공해 왔습니다.

가맹점 간의 내부 토론은 식사 번들이 매출 증대를 주도하는 등 가치에 초점을 맞추게 되었습니다.

이 회사는 가치 중심의 소비자를 유치하고 시장 점유율을 유지하기 위해 보다 광범위하고 영구적인 가치 프로그램을 개발하고 있습니다.

어려운 수요 환경에서 소비자의 공감을 얻을 수 있는 레스토랑과 기업을 발굴하는 데 초점을 맞추고 있습니다.

어떤 기업이 다른 업계를 앞설 수 있는지 파악하는 것이 목표입니다.

이러한 경쟁 환경에서 성공하려면 소비자 선호도를 이해하는 것이 중요합니다.