After several months of testing the discounts, McDonald's Restaurants of Canada is rolling out the concept in earnest, offering several menu items and meals at significantly cheaper prices on certain days of the week.
"It's a strategic move, not a promotion," says Rem Langan, VP-nationalmarketing for the No. 1 restaurant chain. "It's really a long-term strategy to give customers more reason to come to McDonald's more often.
"The Canadian market has been very healthy for McDonald's," says Mr. Langan, citing several years of steady growth in market share. "We want to notch it up a bit."
Among the new value offerings is a 40-cent hamburger on Wednesdays, a 48-cent cheeseburger on Sundays and a $1 McChicken on Mondays, along witheveryday value choices like a $2.75 McChicken meal or Big Xtra meal.
Support for the Canada-only initiative includes TV, radio, print, outdoor and Internet, all from McDonald's national agency Cossette Communication-Marketing, part of Cossette Communication Group, Quebec City.
A national 30-second TV spot now running shows a customer walking into a McDonald's, where he opens the door and starts the restaurant's windows spinning slot machine-style; moments later they come to rest one-by-one showing the value-priced sandwiches.
In late January, McDonald's expands its value menu with a "Two Can Dine"combination of two Extra Value Meals for a total of $4.80 any evening.
Copyright January 2000, Crain Communications Inc.