McDonald’s has to be careful.
There is a limit to what people will pay for a dry tiny beef patty with freeze-dried onions on a white bun
I gladly paid 1.09 last night for that McDonald’s cheeseburger, and I happen to like them.
But I know a lot of people who won’t even go into a McDonald’s because they think the food is awful.
Instead, they go to burger places like Culvers, 5 Guys, In and Out (if you have one in your part of the U.S.), or even Wendy’s. These places have bigger, moister burgers with more choices of fresh condiments, and they pay $2.50 or more for the burger.
I would not pay $2.50 for a McDonald’s cheeseburger.
And then there are all the healthy people who stay home and grill their own burgers–they’re getting the best deal of all! Unfortunately, my husband and I are incapable of using a grill and producing anything other than a raw burger with a blackened, burned outside. Yuck. We just don’t have the Gift (at grilling) and after leaving at least 6 grills out for the trash to pick up (or flea market scavengers), we’ve given up grilling forever and let our brother-in-law do any family grilling parties.
Anyway, McDonald’s can only charge eaters so much, and that means they can only charge franchisers so much.