The menu is meant to stop a slowdown in breakfast menu item sales. With fewer people going to work — they are understandably buying fewer breakfasts on the way to their non-existent jobs.
From the WSJ:
The fast-food chain’s national advertising fund has “overwhelmingly approved” backing the dollar breakfast menu with a nationwide campaign during the first six months of 2010, according to the document. The matter will be put to a vote of regional advertising groups, but it comes with the blessing of the national council and a sense of urgency “to ensure that breakfast continues to be a strong contributor to our overall sales, guest count and profit growth,” the document said.
Danya Proud, a McDonald’s spokeswoman, said the chain wouldn’t comment on information obtained from unauthorized sources. “Matters concerning the future of our business and internal discussions are confidential and proprietary to the McDonald’s system,” she said.
The items we know have been featured on breakfast dollar menus include wo hot cakes, a fruit ‘n yogurt parfait, a sausage biscuit, a sausage McMuffin, two hash browns or medium coffee.
The document also approved the January nationwide roll out of the Big Mac burrito, also known as the “Mac Snack Wrap,” for $1.49.