McDonald’s is cutting Quarter Pounders and premium chicken sandwiches as part of an effort to trim its menu, but also offering some new tech savvy ways to order.
The popular restaurant chain announced that it was simplifying its menu by offering only one Quarter Pounder with cheese instead of the four variations currently on the menu. McDonald’s had been offering a bacon cheeseburger version, deluxe Quarter Pounder, a habanero burger and a double Quarter Pounder with cheese.
McDonald’s is also cutting some variations of the premium chicken sandwich off the menu and will be cutting snack wraps from three to one.
“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.”
The move is a bit curious, as McDonald’s President and Chief Executive Don Thompson had recently said the chain was looking to offer more variety.
“Today’s consumers increasingly demand more choice, convenience and value in their dining-out experience,” Thompson said in a recent earnings report .
The axing of Quarter Pounders is not the only change McDonald’s is making. The chain is also testing a new tablet ordering mechanism , which will be introduced at 2,000 McDonald’s locations across the globe . The effort is meant to help connect McDonald’s with a younger, more tech-savvy audience.
“Most millenials would rather deal with a computer, iPad, iPhone than actually have interactions with another human being,” said McDonald’s franchisee Bob Nibeel.
McDonald’s is also starting a “Create Your Taste” sandwich program that will let people customize their burgers.
Fans of the cheap eats at McDonald’s will also be out of luck with the new menu changes. Along with cuts to premium chicken sandwiches and Quarter Pounders, the fast food chain is also cutting the number of items on the Extra Value Menu next year.
