From Nation's Restaurant News
"""But some franchisees have expressed concern about the deep discounting, according to a recent operator survey conducted by analyst Mark Kalinowski of Kalinowski Equity Research.
In the survey, which included input from 26 domestic franchisees with about 281 stores, franchisees seemed caught in a conundrum when it comes to the chain’s pricing strategy. Many said they are frustrated by the deep discounting but also complained about higher menu prices hurting guest counts.
“We’re worn out on the discounting. It no longer works,” one franchise stated in the Kalinowski survey.
Yet, raising prices isn’t helping, either. “Can’t raise prices any more without destroying transaction counts,” one person said.
Kalinowski said McDonald’s is challenged by “an industry that has trained the fast food customer to look for discounts.”
“Discounts, in a way, aren’t as special as they used to be,” he said."""
Entire article: McDonald's to push hard on value to step up sluggish guest counts