Members help make our journalism possible. The decision to give local markets more flexibility has also come as the chain met resistance from operators, who formed an independent franchise association for the first time in the company’s storied history. It kicked off a series of individualized “McPick” offers in 2016 before ultimately bringing back the evolved dollar menu earlier this year. The company has struggled to develop compelling since shifting away from the Dollar Menu in 2012. McDonald’s has struggled to generate traffic all year long despite the new dollar menu as well as other value offers that are traditionally supposed to bring customers in more often. “Our customers have told us value is important to them, so value continues to be key in sustaining our long-term growth,” McDonald’s Chief Marketing Officer Morgan Flatley said in a statement. The idea is to enable those operators to tweak the menu to fit local tastes and demands.

In addition, the company said that it would give local markets and franchisees flexibility on the 123 Dollar Menu that was kicked off earlier this year.

2 for 5 big mac chicago