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Value menu

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Value menu hamburgers.
A selection of value-menu hamburgers fromMcDonald's,Burger King,Sonic Drive-InandWendy's.

Avalue menu(not to be confused with avalue meal) is a group of menu items at afast food restaurantthat are designed to be the least expensive items available. In theUS,the items are usually priced between $0.99 and $2.99. The portion size, and number of items included with the food, are typically related to the price.

Examples

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Arby's

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Arby'sannounced 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 sizeroast beef sandwiches,curly fries,milkshakes,chicken sandwiches,ham and cheddar sandwiches,andturnovers.[2]

Burger King

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Burger Kingadded a value menu in 1998 with items priced at 99¢ (USD),[3]equivalent to $1.85 in 2023. 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]The Burger King Whopper was the very first 99 cent burger and it revolutionized the 99 cent menu in the fast food industry.[7]

McDonald's

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After numerous attempts beginning in 1991,[8]experimenting with a variety of menus and pricing strategies,[9]McDonald'slaunched its first national value menu, theDollar Menu,in late 2002 in the United States.[10]

A new value menu was rolled out at McDonald's on January 4, 2018 in the United States. It featured a dozen items at various price points: $1, $2 and $3, with four items per price point.[11]Originally, this menu no longer featured fries, which was criticized byGood Mythical Morningalong with only a few items at the $1 price point.[12]In Canada, fries are available forCA$2.49 on the McPicks menu.[13]

On May 13, 2024, news outlets have reported that McDonald's plans to launch a $5value mealin the United States. The meal will reportedly include a sandwich (McDoubleorMcChicken), fourChicken McNuggets,a small fries and a small soft drink.[14]In Canada, a similar meal is available forCA$5.79, without the four McNuggets.[13]

McDonald's Dollar Menu (United States)
Price point Items
$1 Cheeseburger McChicken Sausage Burrito Soft Drink
$2 Bacon McDouble Buttermilk Crispy Tenders (x2) SausageMcGriddles Small McCafé
$3 Triple Cheeseburger Classic Chicken Sandwich SausageMcMuffinwith Egg Happy Meal
McDonald's Summer Value Menu 2024 (Canada)[15]
Price point Items
$1 † Small Soft Drink Small Iced Coffee Vanilla Cone
$2 Small Fruit Splash Snack Size Milkshake ‡ Sundae 2 Apple Pies
$3 Small Fruit Smoothie Small Frappe Small Cold Brew Large Fruit Splash

† The $1 vanilla cone requires the McDonald's Canada app for Android or iOS. Medium and large soft drinks and iced coffee are also available for $1 with the app.
‡ The snack sizeGrimace Shakeis also available for $2.

Subway

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Main article:Subway $5 footlong promotion

Subway offered a $4.99 footlong menu in the United States. The promotion began in 2004 as a $5 footlong menu (equivalent to $8.07 in 2023).

Taco Bell

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In 1988,Taco Belllowered the prices of all new items and launched the first three-tiered pricing strategy and free drink refills.[16]In 2010, Taco Bell introduced the $2 Meal Deals menu, featuring a menu item (i.e., a chicken burrito, a beefy 5-layer burrito, adouble decker taco,or a Gordita supreme), a bag ofDoritos,and a medium drink.[17]On August 18, 2014, Taco Bell launched a new value menu calledDollar Cravingsthat included eleven food items each priced a$1.[18][19][20][21]

On December 15, 2017, Taco Bell launched an advertising campaign called "The Belluminati" to advertise its Dollar Cravings menu.[22]

Wendy's

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Wendy'sis generally credited with being the first fast food chain to offer a value menu in October 1989, with every item priced at $0.99 (equivalent to $2.43 in 2023).[23][24][25]However, the general price for value menu items is now around $1.55.

References

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  1. ^Arby's Restaurant Group, Inc. (April 9, 2010)."Arby's Launches National Value Menu Starting at $1"(Press release).Retrieved2011-04-13.
  2. ^arbys."New Arbys's Value Menu".arbys.Archived fromthe originalon 2011-04-13.Retrieved2011-04-13.
  3. ^Burger King (March 16, 1998)."Burger King Debuts New 99¢ 'Great Tastes' Menu"(Press release). PR Newswire. Archived fromthe originalon May 17, 2008.Retrieved2010-04-04.
  4. ^"Burger King promotes new menu".South Florida Business Journal. August 12, 2002.Retrieved2007-10-09.
  5. ^Burger King (February 28, 2006)."Burger King Introduces Value Menu"(Press release). Media Post.Retrieved2010-04-04.
  6. ^BKC publication (July 2007)."US Regional Menu Nutritional Brochure"(PDF).Burger King Holdings. Archived fromthe original(PDF)on 2007-09-28.Retrieved2007-10-24.
  7. ^"Were the BK Whoppers ever 99c before? | Retro Junk".
  8. ^Richard Martin (January 7, 1991)."McDonald's kicks off value menu blitz".Nation's Restaurant News.Retrieved2010-04-04.
  9. ^"McDonald's Continues Dollar Menu Brand Campaign With Bilingual Spots[...]"(Press release). Business Wire. June 12, 2002.Retrieved2010-04-04.[permanent dead link]
  10. ^"McDonald's Spices Up Dollar Menu Price Attack".Knight Ridder/Tribune Business News. November 27, 2002. Archived fromthe originalon November 3, 2012.Retrieved2010-04-04.
  11. ^Taylor, Kate (December 6, 2017)."McDonald's has a new Dollar Menu — here's everything that's on it".Business Insider.RetrievedDecember 16,2017.
  12. ^Good Mythical Morning (December 14, 2017)."We Demand $1 Fries on the New McDonald's Dollar Menu".YouTube.Archivedfrom the original on 2021-12-19.RetrievedDecember 16,2017.
  13. ^ab"McPicks Menu".McDonald's Canada.December 16, 2017.RetrievedDecember 16,2017.
  14. ^"McDonald's is considering a $5 meal to win back customers. Here's what you'd get. - CBS News".CBS News.May 13, 2024.RetrievedMay 15,2024.
  15. ^"Home".McDonald's Canada.RetrievedMay 15,2024.
  16. ^"Our Company: History".tacobell.Retrieved2007-02-05.
  17. ^"Taco Bell - $2 Meal Deals".tacobell.Archived fromthe originalon 2011-12-02.Retrieved2011-12-05.
  18. ^Brianna Sacks (18 August 2014)."Taco Bell is latest chain to offer a dollar menu - LA Times".Los Angeles Times.Retrieved2014-08-25.
  19. ^Tuttle, Brad (August 18, 2014)."Taco Bell Breathes New Life Into Fast-Food Dollar Menus - Money".Money.Money.Archivedfrom the original on May 30, 2022.Retrieved2014-08-25.
  20. ^Leslie Patton (15 August 2014)."Taco Bell to Introduce Dollar Menu Nationwide - Bloomberg".Bloomberg.Bloomberg.Retrieved2014-08-25.
  21. ^Ashley Lutz (15 August 2014)."Taco Bell Dollar Menu New - Business Insider".Business Insider.Retrieved2014-08-25.
  22. ^Monllos, Kristina (December 16, 2017)."Taco Bell's Hilarious, Over-the-Top Nod to the Illuminati Isn't Your Average Value Menu Campaign".Adweek.RetrievedDecember 17,2017.
  23. ^wendys (February 5, 2007)."About Us: The Wendy's Story".wendys.Archived fromthe originalon February 2, 2007.Retrieved2007-02-05.
  24. ^Stuart Elliot (February 6, 2006)."Wendy's Returns 99¢ to Its Place on the Price Pedestal".The New York Times.Retrieved2007-02-05.
  25. ^York, Emily Bryson (April 7, 2008)."Value menu battleground".Crain's Chicago Business.Crain Communication, Inc.
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