Yahoo! Finance: McDonald's is winning some diners with $5 meal deal but faces long-term challenges in being a value leader
Chris Hydock, assistant professor of marketing, was interviewed by Yahoo! Finance for a story about McDonald's efforts to maintain its status as a value leader in an era of rising costs.
"When it was no longer economical to offer a $5 footlong, Subway had a major kind of branding challenge," Hydock told Yahoo Finance over the phone.
"For so long they [McDonald's] built their image around ... the Big Mac and Ronald McDonald and PlayPlaces ... [that] morphed into, over time, the dollar menu," he added. "They just can't do that anymore."
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