Has "Digital/Social" Become the Dollar Menu of the Advertising World?

The new McDonald's Dollar Menu, which includes a sausage burrito for $1, a Bacon McDouble at $2 and the Classic Chicken Sandwich for $3 is designed to boost same-store sales.  While this represents the company's best shot at traffic increases for 2018, the chain will need more than $1-$2-$3 discounted items to maintain margins and stock market price.  Wendy's and Taco Bell have responded with their own discounts, and the prospect of an industry price war looms.