McDonald's and Wendy's are locked in a battle for the cost-conscious consumer, putting an increasing advertising emphasis on their value menus in the U.S. and abroad. The McDonald's Dollar Menu seems to be less effective outside the U.S., even though it has forced chains such as Wendy's, Arby's and Taco Bell to offer their own variations. Wendy's CEO Emil Brolick said, "We are refining our promotional calendar for the rest of this year ... with modestly more emphasis on price-value."

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