McDonald’s is streamlining its menu by revamping its Quarter Pounder and abandoning its craft burgers.
The company said Wednesday that it will “move away” from its Signature Crafted Recipes line — which includes items like a mushroom and swiss cheese burger and one with bacon, cheddar and fried onions — on its national menu to focus on its Quarter Pounder. McDonald’s said it made the decision based on customer feedback.
Over the past few months, the company has introduced new versions of its classic Quarter Pounder to its national menu: One with bacon, and a deluxe version with lettuce and tomato. Both are prepared with fresh beef.
“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 said. 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.