McDonald’s Is Ditching Craft Burgers

The fast-food giant is removing crafted recipes from its menu and revamping the Quarter Pounder instead.

April 22, 2019

NEW YORK — McDonald’s is saying goodbye to its Signature Crafted Recipes and will instead focus on new versions of the classic Quarter Pounder, according to CNN.

Sometimes it’s best to keep things simple and stick to tried-and-true offerings. Customer feedback revealed that the restaurant’s craft burgers, including a mushroom and swiss cheese burger and a bacon, cheddar and fried onions burger, weren’t too successful. Instead, the company will focus on the Quarter Pounder.

“With more and more fresh beef offerings for their core sandwiches, it was probably the next natural step for them to phase those out and put the priority on the Quarter Pounder,” Morningstar analyst R.J. Hottovy told CNN. Restaurants that “have focused around reducing the number of products to improve speed of service and order accuracy” tend to have more success, he noted.

CNN says that the company has “introduced new versions of its classic Quarter Pounder to its national menu over the past few months: One with bacon, and a deluxe version with lettuce and tomato.”

In addition to these changes, McDonald’s will alter its late-night menu, as well. Starting April 30, Artisan Grilled Chicken Sandwiches, Buttermilk Crispy Chicken Sandwiches, Buttermilk Crispy Tenders, Filet-O-Fish and premium salads will not be available from midnight to 5 a.m., according to the company.

Recently, McDonald’s agreed to buy Dynamic Yield, a company specializing in personalization and decision logic technology with offices in New York and Tel Aviv, Israel. The acquisition will allow McDonald’s to make its digital drive-thru more flexible, as reported in a previous NACS Daily article.