Survey: McDonald's franchisees fret about margins amid heavy discounts

04/17/2013 | Advertising Age (tiered subscription model)

A ramped-up focus on value menus and promotional pricing of premium products including the new McWrap aren't sitting well with many McDonald's franchisees who fear the trend will eat further into profits, according to a survey by Janney analyst Mark Kalinowski. "It's one or the other, the Dollar Menu or other discounting. We can't continue to do both," one franchisee said in the survey.

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