McDonald’s to Scale Back 55-Cent Promotion

Oak Brook, Ill.-based McDonald’s, bending to pressure from franchise operators and a confused public, said it will scale back its promotion offering 55-cent sandwiches. It will eliminate lunch and dinner sandwiches from the campaign and offer only breakfast sandwiches. Dubbed “Campaign 55� for 1955, the year the company was founded, the promotion began in April by selling a 55-cent breakfast sandwich when bought with a drink and hash browns. It was expanded to include other sandwiches for lunch and dinner, but franchisees and analysts said the campaign wasn’t helping sales. The company said it is keeping other components of the campaign, including fast service and improving the appearance of restaurants. McDonald’s shares fell 12.5 cents to close at $48.625 on the New York Stock Exchange.