Monday, March 24, 2014

The Death of the McDouble - McDonald's Strikes Again.






McDonald's makes it too easy to call them out on their greed. A few months back, they took the McDouble off of their Dollar Menu and placed it in this ridiculous menu called "Dollar Menu and More." More is about accurate, as you are paying "more" for just about everything.

As in paying 19% "more" for your $1 McDouble that is now $1.19. As in paying "more" for that one piece of "is it bacon?" for your $2 Bacon McDouble now. Paying "more" like $1 more for some terrible combination of ranch and buffalo sauce on this new McChicken stomach-killer at $2. I ate one and was sick for two days. Bottom line is, you are paying "more" for everything. Their justification is absolutely ridiculous also.

"Higher Beef Prices" was the reason given for this 19% increase for the McDouble. Really? That's funny. I guess it is only McDonald's beef that has risen in price. Burger King, Wendy's, Sonic and Carl's Jr or Hardee's seem to be doing just fine. As a matter of fact, they usually have much better specials ( Like Burger King's 2/$5 deal for real sandwiches, chicken, burgers and fish.) So what gives Mcyd's ?

It's no secret that McDonald's same store-revenues are in one of the worst downward spirals in the company's history. You can google it and see it just about everywhere. Yet they do nothing to change it. This practice of "raising the price" of popular items (first it was the Double Cheeseburger that was $1 now it is the McDouble that used to be $1.00) is ridiculous. They aren't raising employee wages, aren't offering anything that remotely resembles a special. Their advertising has gone from Ronald McDonald (remember him?) and the Hamburgler to this constant nauseating millenial-themed mid 20's hipsters and people that weigh about 92 lbs soaking wet enjoying their ridiculous sandwiches. Does every single mid 20's millenial african-american have a massive head of hair , glasses or an afro ? Apparently McDonald's thinks so. I haven't gone into one in over a decade were any of that kind of person is eating at. It's nauseating.

The problem with McDonald's is very simple. They don't even know who they are. The management in this company is absolutely destroying it. They are a fast food joint. They aren't Starbucks. They are not a diner. Hell, you could get a cheaper meal (burger and fries) at DENNY'S for $6.00 compared to the $6.79 Quarter Pounder meal anymore. People say the economy has improved. I call bs. People still want to shop and dine for value and quite frankly McDonald's is a terrible value anymore compared to the other options that are out there. The lack of lines in their drive-thru at any given time it seems these days clearly shows that fact.

They just don't get it . Their advertising, marketing, specials and value for the dollar honestly just suck. I remember a time when they were the best in town for taste and value. Now they suck at both.

Their latest move on the McDouble shows just how much they don't get it. Sooner or later it will be another R.I.P offering from McDonald's right next to the $3.99 for five "Mightier on your wallet than taste Wings" and the "I've been cut in half but my price has doubled" McRib. They think their name brand can overcome these things, but the trend is that it can't and has not - and will not.

They also blame "People eating healthier" for their problems. Anyone but the marketing idiots, company policy and lack of specials. People are eating healthier, and cheaper too. Just not under the banner of the Golden Arches anymore.

Maybe they will wake up one day and realize what they are before they become JcPenny's who might never recover from their nightmare makeover.

Until then, R.I.P McDouble. I long ago enjoyed the last one of you I will ever consume.