Word on the street is that McDonald’s is finally feeling the heat from consumers for charging high menu prices. I am very happy to see that I am not the only one around here who is immensely price elastic when it comes to outside food. Ever since a simple meal at the local McDonald’s crossed over the rubicon of $10, I’ve been largely abstaining from the Golden Arches. The only time I go now is during free fries Fridays on the McDonald’s app - spend $1, get medium fries for free. I buy a soda.
I am also very happy to see the supply-demand economic see-saw is alive and well. Capitalism and the free market is not dead! Restaurants can’t keep hiking the prices forever. Though honestly I am a bit surprised at how quickly consumers have pulled back on spending vis-a-vis high menu prices. It’s way too easy to put things on a credit card, isn’t it? What’s $20 here and there when it’s the future you that have to pay for it. I’ve certainly been young, dumb, and friviolous with spending before.
If cost of goods sold remains high into the foreseeable future, I don’t see how much McDonald’s can reduce its prices. Especially here in California, where the government saw fit to implement a $20 per hour minimum wage for fast food workers. Forcing a salary floor is a hugely anti-free market move, an undue burden on the entrepreneur. California McDonald’s franchisees will be stuck between rock and a hard place: corporate rolls out new value menus, but their high labor cost leaves a very thin operating margin.
The way I see it, I don’t see outside food getting less expensive - back to pre-pandemic times - again. I’m going to be like my friend who lives in Switzerland. Eating out over there is tremendously expensive, so she mostly doesn’t. That’s going to me. We’ve got food at home, baby!
As fitting for 1966 and it is for 2024.