McDonald’s Corporation (MCD) Ready to Break the Buck

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What all this juggling suggests, however, is that the days of the dollar menu are doomed. As a marketing ploy it’s been successful, as McDonald’s Corporation (NYSE:MCD) has shown, but in terms of the bottom line it’s dicier at best. A few years ago, when Burger King Worldwide Inc (NYSE:BKW) tried to sell double cheeseburgers for $1, its franchisees revolted and sued the company because they were losing money on each burger they sold.

Breaking the buck and offering higher-priced items will soon become the norm, just as when I walk into my local “$0.99 Dreams” store and find that, yes, I must have been dreaming to think I’d find anything of value for a dollar.

The article McDonald’s Ready to Break the Buck originally appeared on Fool.com and is written by Rich Duprey.

Fool contributor Rich Duprey has no position in any stocks mentioned. The Motley Fool recommends Burger King Worldwide and McDonald’s. The Motley Fool owns shares of McDonald’s.

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