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McDonald’s Accelerates Boxed-Meal Strategy

Filed under Bundled/boxed meals, Marketing

McDonald’s is ramping up its use here of a menu-marketing tactic that has worked for it overseas: the multi-person meal bundle.

The corporate recommendation is a two-person box.

The corporate recommendation is a two-person box.

McDonald’s co-ops have the option of offering a new FIFA World Cup Bundle Box, which includes food for two (or more) in a box thematically tied to the upcoming World Cup soccer tournament in Brazil (beginning June 12). A McDonald’s spokesperson confirmed the item and said approximately 6,500 U.S. McDonald’s locations are participating in the Bundle Box program.

At least one co-op has made it a four-person bundle for the same price.

At least one co-op has made it a four-person bundle for the same price.

The corporate recommendation is that the Bundle Box be priced at $14.99 and include two big Macs, two 10-piece Chicken McNuggets, four sauce and two medium fries. However, co-ops have the option to change the menu items included. In Southern California, the boxed meal with World Cup graphics is labeled a Mickey D’s Value Pack and has food for four for the same $15: four McChicken sandwiches; four cheeseburgers, a 20-piece McNuggets and four medium soft drinks.

Bundled meals provide cost savings for consumers and margin improvement for operators by ensuring that high-profit fries and drinks are included.

Boxed multi-person meals are common in the pizza category but not with burgers. McDonald’s first tried the platform in 2010 with its Dinner Boxes in Australia and since spread boxed meals to several markets in Europe. In Austria the chain offers a multi-person “Chicken Box” with Chicken McNuggets and chicken wings. In the U.S., Kansas City, Mo. McDonald’s operators were the first to try the approach last year with a food-for-two Blitz Box. Two-person “Mickey D’s Value Pack” boxes appeared in Western markets last fall.

4 Responses to McDonald’s Accelerates Boxed-Meal Strategy

  1. simone jennings

    i think this is genius !every resturant in america is doing great marketing feats in trying to make eating out healthier, more economical on the pockets as well as family oriented in order to feed the mass for half the cash ” i say yes ! coming home cooking a big meal or having any company that food must be provided is now a super no brainer with bundles by mc donalds ! at least i know it will make life easier for me as well as shut my family up ! kudos!


  3. unhappy customer

    The only box bundle they are even advertising is the world cup bundle box. If you ask for the other bundle boxes they won’t allow it because they don’t have them. So watch out for one manager telling you that you can get it at one location and another saying that you can’t get it at a different location. Also apparently you can only get certain promotions at certain locations.

  4. McDonald’s is offering and advertising different bundle deals in various markets. These are local-option promotions, as indicated in the article.