Fast Food Giant McDonald's Pulls Premium Burgers from Menus

Two years ago, McDonald’s Corp added the Signature Crafted premium burgers to its menu to keep pace with competitors such as Shake Shack, Burger King and Wendy’s. The signature sandwiches consisted of premium beef, grilled or crispy chicken and came with fancy condiments like pico guacamole, sweet BBQ bacon, or maple bacon Dijon. In addition to staving off the competition, McDonald’s hoped to lure new customers interested in quick service premium burgers. Unfortunately, the signature made-to-order burgers took longer to prepare and often slowed down service lines, especially drive thru service.
McDonald’s recently announced that they would begin phasing out the Signature Crafted premium menu items. This is the second time this month that McDonald’s has adjusted its menu, the first was trimming their overnight menu offerings down to eight items.
McDonald’s is choosing to focus on offering varieties of its well known Quarter Pounder burger such as the Quarter Pounder Deluxe and Quarter Pounder Bacon. They cited customer demand for freshness, customization and transparency in the ingredients used as responsible for the change. Franchisees also appreciate the menu change as the Quarter Pounder is a beef burger patty served with ketchup, pickles and onions. It will be much easier for franchisees to manage food preparation time and maintain the quick service McDonald’s is known for. This goes to show that while menu options are very important to fast food customers; just as important is the rapid delivery of their order.
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