Say goodbye to McDonald’s Signature Crafted burgers, including Pico Guacamole, Sweet BBQ Bacon and Maple Bacon Dijon, as the restaurant focuses on providing fresh beef options to its customers.
“Our customers have said they love our fresh beef. With our new Quarter Pounder Deluxe and Quarter Pounder Bacon, we’ve introduced even more ways to enjoy the classic burger toppings they know and love, now on the fresh beef Quarter Pound patty. Based on their feedback, we’ll move away from the Signature Crafted Recipes line on our national menu. Our fresh new Quarter Pounder lineup brings customers more of the craveable, customizable and delicious tastes they love,” according to a statement on McDonald’s website.
The Signature Crafted line was introduced two years ago. The move to focus on core products with updated ingredients is intended to appeal to millennials and help the restaurant compete with other premium burger chains.
Livestock producers have watched the chain closely to see how it plans to move ahead with recent sustainability goals. In December, McDonald’s announced a policy to reduce the overall use of antibiotics important to human health, which applies across 85% of the company’s global beef supply chain. Read more from Drovers: “McDonald's Announces Antibiotic Policy For Beef.”
"They've had success with fresh beef," Robert Derrington, a senior restaurant analyst at the Telsey Advisory Group, told USA Today. "It appears they don’t need to supplement the higher end of their menu. Instead, they can do that successfully with their core products with updated ingredients."
Technology is transforming restaurant ordering
If you’ve not been to McDonalds lately, you might also see some changes to how you can order your burger. Customers can choose directly interaction with employees, individual self-ordering kiosks, or the company’s mobile app.
McDonalds just announced a partnership with Dynamic Yield, Ltd., that will enable drive-thru menu displays to show menu options based on the time of day, weather, current restaurant traffic and trending items. The technology can also suggest and display additional menu items for the customer, based on their current selections.
McDonalds plans to add this technology to drive-thru restaurants this year, and then expand the technology to other top international markets.