McDonald’s Revamps Build-Your-Own Burger Program to Draw Diners

 McDonald’s Corp., seeking to snap a sales slump by letting diners customize meals, is renaming its build-your-own burger program and replacing two unpopular flavors.

The program’s name was changed to Chef Crafted from TasteCrafted, Lisa McComb, a company spokeswoman, said in an e-mail. New flavors include maple bacon dijon and buffalo bacon, while hot jalapeno and deluxe were removed.

"The original name ‘TasteCrafted’ did not resonate with consumers," she said. "We decided to celebrate our chefs who have created these recipes and highlight the culinary expertise of our in-house and supplier chefs."

The world’s biggest restaurant chain is struggling to compete with newer restaurants offering healthier fare and customizable meals. Chef Crafted is McDonald’s third attempt to figure out a create-your-own sandwich program. The chain also is trying Create Your Taste, which allows customers to choose toppings via large touch-screen kiosks. Chef Crafted is being tested in about 200 restaurants, with more to come later this year. A few restaurants are still testing the TasteCrafted program, McComb said, without giving a specific figure.

TasteCrafted sounded too mechanical, said Joel Cohen, owner of Cohen Restaurant Marketing Group in Raleigh, North Carolina.

‘No Emotion’

 

"There was no emotion to it, no feelings like it came from a human," he said.

 

McDonald’s Chief Executive Officer Steve Easterbrook has tried advertising the chain’s upgraded foods, like Quarter Pounders made with more than a quarter pound of meat and Artisan Grilled Chicken sandwiches seasoned with garlic, lemon and parsley. Still, U.S. same-store sales are falling. They declined 2 percent in the company’s most recent quarter as new items and promotions didn’t attract more customers.

The new Chef Crafted bacon dijon sandwiches are topped with maple bacon, grilled onions, honey dijon sauce, white cheddar and lettuce. The buffalo bacon variety includes blue cheese sauce and crumbles, buffalo sauce, smoked bacon, tomato and lettuce.

The Chef Crafted name may not work, either, Cohen said. It’s believable in casual and fine-dining restaurants but not for fast food, he said.

"It’s just another attempt for McDonald’s to upgrade itself," he said. "They’ve gotten away from what’s made them famous."

 

 

Latest News

Winter cattle feeding
Cash Cattle Weaker As Grain Rallies

Cash cattle prices slipped lower throughout the week as packer demand was called moderate. Grain markets posted a significant rally on the heels of USDA's report on Tuesday.

2 hours ago
Packing plant workers
Fired Tyson Managers: ‘Betting Pool’ Stories Distorted

Former Tyson Foods Waterloo, Iowa, plant managers dispute claims of how an "office pool" regarding COVID-19 was portrayed in news stories and deny it was about how many employees would contract the virus.

1 hour ago
Dream Lake with Hallett Peak in the background, at Rocky Mountain National Park.
Hi-Plains Researchers To Help Protect Rocky Mountain National Park

A Texas A&M AgriLife team will work with the Colorado Livestock Association and other stakeholders to refine and evaluate practices to reduce agricultural ammonia emissions into Colorado’s Rocky Mountain National Park.

12 min ago
AL Ranch
Beef. It’s What’s For Dinner. Launches “MBA NextGen”

MBA NextGen updates the popular MBA training modules making it easier than ever for a new generation of farmers and ranchers to share their story and advocate knowledgeably for the beef industry.

8 min ago
Greg Henderson
Overall Meat Sales Higher In 2020

Meat sales - both dollar values and volume - were significantly higher in 2020. Those gains, however, came at the expense of a crippled restaurant and food service industry that may take years to recover.

9 min ago
Progressive Beef
Progressive Beef and Wendy’s® Advance Partnership

Wendy's announces 15% increase in percentage of beef sourced through Progressive Beef-certified producers in 2020; on track to meet goal of at least 50% this year.

14 min ago