A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from July 02, 2011
Dollar Menu (Value Menu)

Entry in progress—B.P.

Wikipedia: Value menu
A value menu is a group of items on a fast food restaurant menu that are designed to be the least expensive items available. In the US, the items are usually priced between $0.99 and $1.49.

The portion size, and/or number of items included with the food, are usually but not always related to the price.

United States
Arby’s

Arby’s announced the launch of their value menu on April 9, 2010. Items on the value menu vary based on location, but typically include small or value size roast beef sandwiches, curly fries, milkshakes, chicken sandwiches, ham and cheddar sandwiches, and turnovers.

Burger King
Burger King added a value menu in 1998 with items priced at 99¢ (USD). In 2002 and 2006, BK revamped its value menu, adding and removing products at 99¢, and later increasing some prices to $1.39.[5] Many of these items have since been discontinued, modified or relegated to a regional menu option.

McDonald’s
After numerous attempts beginning in 1991, experimenting with a variety of menus and pricing strategies, McDonald’s launched its first national value menu, the Dollar Menu, in late 2002.

Taco Bell
In 1988, Taco Bell lowered the prices of all new items and launched the first three-tiered pricing strategy and free drink refills.

Wendy’s
Wendy’s is generally credited with being the first fast food chain to offer a value menu in October 1989, with every item priced at $0.99.

McDonald’s
Dollar Menu
Have we got a deal for you!
Hot, freshly prepared, and only a dollar.

Wendy’s
EVERYDAY VALUE MENU
MY 99c

Burger King
BK Value Menu

Taco Bell
VALUE MENU
WHY PAY MORE?

Google News Archive
22 March 1989, Altus (OK) Times, “The Bulldog Collar,” pg. 4, col. 4 ad:
59c VALUE MENU.
Now at Taco Bell, load up with our fifty-nine cent Value Menu. Burritos, Tostadas, Original Tacos, Soft Tacos and more. Just fifty-nine cents each.
(Taco Bell—ed.)

5 October 1989, Chicago (IL) Sun-Times, “McDonald’s eyes price-cutting touchdown” by P. J. Bednarski, pg. 69:
On Monday, Dublin, Ohio-based Wendy’s introduced its own Super Value Menu specials, offering up seven menu items for 99 cents.

Google News Archive
11 October 1989, Bangor (ME) Daily News, pg. 22, col. 4:
Fast food industry faces slow sales
Chicago Tribune
(...)
In recent months, the weapon of choice for fast-food operators has been price. PepsiCo Inc.’s Taco Bell restaurants have slashed the price of a taco to 49 cents from 79, Wendy’s has inaugurated a “Super Value Menu” of 99-cent specials and Kentucky Fried Chicken and Pizza Hut are in hot pursuit with their own discounts.

7 September 2000, Chicago (IL) Sun-Times, “McChanges,” pg. 49:
Being tested—here and elsewhere
Dollar menu, with McRib Jr. or bottled spring water

Google News Archive
15 December 2001, The Hour (Norwalk, CT), pg. B4, cols. 5-6:
McDonald’s looks
to boost sales with
cheaper menu
The move follows the fast food giant’s “dollar menu” campaign, which has helped attract consumers into its restaurants.

By AMEET SACHDEV
Knight Ridder
(...)
In southern California, for instance, restaurants next month will unveil an “everyday value menu” featuring an array of items priced under $1.

This move follows the implementation of a “dollar menu” in New York and other cities in the Northeast, which apparently has helped drive traffic to restaurants.
(...)
Creating a permanent list of discounted menu items is reminiscent of a strategy that Wendy’s, the nation’s No. 3 burger chain, has relied on for years.

Google News Archive
1 March 2002, Reading (PA) Eagle, pg. A9, cols. 2-3:
Major fast-food chains
flipping over value menus
McDonald’s, Burger King and Wendy’s have been waging a price war since Taco Bell discounted its menu in the late ‘80s. And while the low prices may be great for customers, they are not very profitable.

Knight Ridder Newspapers
(...)
Wendy’s Super Value Menu has long offered chili, burgers and other artery-clogging goodies for 99 cents—not as a promotional gimmick, but as part of the permanent menu. Following that lead, McDonald’s now has Mickey D’s Dollar Menu, with sandwiches and sides for an even buck. And regionally, Burger King has the BK Value Menu for a penny less.

(Trademark)
Word Mark DOLLAR MENU PLUS
Goods and Services (ABANDONED) IC 043. US 100 101. G & S: RESTAURANT SERVICES
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 77120062
Filing Date March 1, 2007
Current Filing Basis 1B
Original Filing Basis 1B
Published for Opposition January 8, 2008
Owner (APPLICANT) McDONALD’S CORPORATION CORPORATION DELAWARE ONE McDONALD’S PLAZA OAK BROOK ILLINOIS 60523
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “DOLLAR MENU” APART FROM THE MARK AS SHOWN
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Abandonment Date April 2, 2009

Posted by Barry Popik
New York CityFood/Drink • (0) Comments • Saturday, July 02, 2011 • Permalink