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How McDonald's Prices the Dollar Menu
McDonald's built one of the most studied value menus in fast food, yet the dollar menu has been a moving target for decades. In this episode, Lucas and Luna dig into the economics behind the McPick 2, the $1 $2 $3 menu, and the new McDonald's value platform launched in early 2026. They unpick the strategic tug-of-war between franchisees and headquarters, the psychology of a price ending in 99 cents, and why the chain keeps tinkering with the very menu that defines its value image. If you've ever wondered why a Big Mac costs what it does, or why the dollar menu keeps shrinking…
The skinny
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