1226 ET - McDonald's new menu of items under $3 didn't bring in as much customer engagement as expected, Chief Executive Chris Kempczinski tells analysts on a call. McDonald's introduced the menu of 10 items in April, which it saw as the final piece of its strategy to make bring down U.S. prices. However, only about 60% to 65% of restaurants executed the recommended pricing, Kempczinski says. There also wasn't enough consumer awareness about the menu, he says. "We just had a lot of messages out there with the customer," says Kempczinski. "We didn't break through with that '10 items for under $3' message."
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