McDonald’s Franchisees Fret Over Mighty Wings Price

mighty wings priceFranchisees of McDonald’s (MCD) are fretting over the perceived high price of the new Mighty Wings — and a new survey is showing their dissatisfaction.

A new survey of MCD operators conducted by a restaurant analyst at Janney Montgomery Scott shows that while the customers have no complaints about taste, the Mighty Wings price is what has franchisees worried.

The wings sell for $1 a piece at most locations.

Here are some reactions to the pricing (via BurgerBusiness.com):

“Good product; too expensive,” one of the 29 franchisees surveyed (representing a total of 183 stores) says of Mighty Wings. Several other operators echoed that assessment of pricing. “Hard to sell for $1 per wing when we still have the Dollar Menu,” says one operator. “Pricing seems high when many retailers are offering for as low as 25¢ at happy hour,” says another. “Too expensive for this economy,” is another opinion.

“Customer reaction is very positive, but if it doesn’t have hot sauce then it is just a piece of chicken. It’s running less than 2% of sales,” says one. On the other hand, another franchisee says, “Good product but it’s just plain dumb to offer so many dipping sauces.”

The move to introduce more limited-menu items seems to be growing, not only at McDonald’s but at other fast-food restaurants that feel the “limited” new items pull in more customers and even new ones at that.

McDonald’s will release third-quarter results on October 21.


Article printed from InvestorPlace Media, https://investorplace.com/2013/10/mcdonalds-franchisees-fret-mighty-wings-price/.

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