Misery Index

Well, it turns out that their complaints have worked.  Say goodbye tot he double cheese burger on McD’s Dollar Menu.  In a voting by franchisees, they approved a new sandwich for the Dollar Menu, while taking the Double Cheeseburger off the Dollar Menu.

McD’s announced that the recommended price for the Double Cheeseburger will increase from $1.00 to $1.19, a 16% increase, beginning December 1. 

However, you will still be able to get a double cheeseburger on the Dollar Menu called the McDouble.  It however, will come with only one slice of cheese.  Removing one piece of cheese will save franchisees about 6 cents per sandwich.  A memo to franchisees says the changes could boost cash flow by about $15,000 a year per restaurant.  Additionally, some media outlets are reporting that by reducing one slice of cheese, the fat content is lowered by 15% and reduces calories by 11%. [And maybe, just maybe the employees of McD’s will finally be able to actually put the slice of cheese somewhat ON the burger, instead of half on and half off.  This ain’t exactly brain surgery ya know.]

“Beginning December 1, we will add the new McDouble burger, made with two-all beef patties and one slice of cheese, to our popular Dollar Menu.  The Double Cheeseburger will still be available on our menu, and will still be offered at a great value.  We want our customers to know they can depend on McDonald’s to provide the everyday value and convenience they’ve come to expect, every time they visit our restaurants.  These changes will ensure we continue to satisfy our customers’ tastes and wallets.”

In test markets offering both versions prior to the menu change, about 60% to 70% of customers continued to order the classic double burger with two pieces of cheese.

The $1.19 price is a “suggested” price for franchisees from McDonald’s however, prices will vary.

“It is then up to the individual franchisees to decide how to price the classic Double Cheeseburger, which I expect will sell for $1.19 to $1.99, depending on the area of the country,” says Dick Adams, a McDonald’s franchisee consultant.

McD’s has already raised prices about 4% on its main menu items this year, while previously leaving the Dollar Menu items unchanged.

McD’s competitors will not be outdone however.  Wendy’s however, has a double-patty “stack attack” for a dollar, getting only one piece of cheese however, however in some markets it comes with lettuce, tomato, onion and pickles, a better value for the same price than McD’s McDouble.

In the meantime, Burger King seems to be bringing back the Whopper Jr. to the chains dollar menu.   Fair warning however, BK was testing a slightly smaller $1 Whopper Jr. in order to offset rising food costs in August.  The “new” Whopper Jr. sandwiches are made with 2-ounces of hamburger instead of the 2.2-ounce patty it typically uses.

What you don’t hear about, and I’m looking for, is if the weight of the beef patties for these burgers changes.

Of course, if your REALLY hungry and want to waste $15, you could get a giant 2-pound cheeseburger with eight 1/4-pound patties and eight slices of cheese.

But before you do that, you might want to watch the video of the guy who has been collecting McD’s burgers, for 18 years……..  I bring you, the “Bionic Burger”! “Ba-La-Pa-Pa-Paaaaa.. I’m Lovin’ It!”