McDonald’s tests shrinking its menu. Will your favorites make the cut?
McDonald’s is testing cutting certain hamburgers, snack wraps and premium chicken sandwiches from its menu. The announcement comes shortly after the company reported a 4.6% drop in its U.S. sales.
Some of the items on the chopping block are variations on the classic Quarter Pounder hamburger, which comes with a beef patty, two slices of cheese, onions and pickles on a sesame seed bun.
In a statement, McDonald’s said it would simplify its current menu by offering one Quarter Pounder with cheese instead of the current four. Variations include a bacon-and-cheese burger, a deluxe Quarter Pounder and a Double Quarter Pounder with cheese.
The company also said it would test offering one premium chicken sandwich versus three -- though the current McDonald’s menu shows eight premium grilled and crispy chicken sandwiches. The company also said it would cut its snack wraps from three to one. The current menu shows seven.
“Our intent is to have a clearer menu board that is easier for customers to absorb,” the company said in a statement. “The tests are designed to determine what works and what doesn’t within our restaurants by considering the operational experience, customer response, price points and other important information which may inform future decisions.”
McDonald’s is also planning to cut the number of its Extra Value Meal offerings in 2015, as well as to allow certain franchisees to customize menus based on local tastes.
In California, the menu cuts are being tested in Bakersfield. Other test sites include Little Rock, Ark.; Waco, Texas; Knoxville, Tenn.; Macon, Ga.; and Delaware.
The new moves come even as McDonald’s President and Chief Executive Don Thompson has pointed to a demand for more variety.
“Today’s consumers increasingly demand more choice, convenience and value in their dining-out experience,” Thompson said in a recent earnings report.
I like my fries extra crispy. Follow me on Twitter @Jenn_Harris_
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