The Ratings Game: McDonald’s buy-one-get-one promotion wasn’t such a great deal after all, analysts say [MarketWatch]
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McDonald’s buy-one-get-one promotion wasn’t such a great deal after all, analysts say When McDonald’s Corp. announced a buy-one-get-one for $1 promotion, fans likely cheered while investors groaned. But SunTrust Robinson Humphrey analysts say the promo isn’t quite the deal that either group thinks. “We looked at menu pricing in six large U.S. cities and found that, on average, the total price of the buy-one-get-one for $1 deal is 8% to 14% higher than the ‘2 for $5’ offer using the lowest and highest priced combinations of items, respectively (customers pay full price for the highest priced item of the two they chose),” SunTrust analyst Jake Bartlett wrote in a note. The promotional landscape across restaurants has become more “balanced,” analysts say, which is good not only for McDonald’s MCD, +0.77% , but also its competitors, including Wendy’s Co. WEN, +1.99% and Jack in the Box Inc. JACK, -0.35% SunTrust rates all three fast-food chains buy. McDonald’s has a $240 price t
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