The year 2015 sees McDonald's offering fewer options for customer meals. The giant American fast-food chain eliminated seven sandwiches and wraps from its original menu, according to MSN. To make food choices and restaurant operations simple to manage, Mc Donald's has taken off the Deluxe Quarter Pounder burger and six types of chicken sandwiches in all of its U.S. restaurants for the year's first quarter. McDonald's honey mustard and chipotle barbecue snack wraps were confirmed to have made their exit from U.S. restaurants for the first quarter as well, as reported in Bloomberg.com.
McDonald's company spokesman, Lisa McComb, announced, "It was a 'rolling removal,' meaning restaurants discontinued serving them as their supply depleted."
McComb shared that a new hamburger topped with a variety of toppings will take Deluxe Quarter Pounder's place, Bloomberg additionally reported.
McDonald's restaurants in the United States have reportedly incurred non-increased sales for six consecutive quarters now. The fastfood chain's non-changing sales were taken from the same stores' revenue records. These sales records came in lieu of the entrance of a McDonald's CEO, Steve Easterbrook.
"They [Mc Donald's] could cut their burger number in half," said Michelle Greenwald, a marketing specialist at New York's Columbia Business School. "If you have a good burger, a really, really good burger, you don't need a million. They should go for quality and not quantity."
McDonald's has made Chicken Selects available again this year in its U.S. restaurants. The fastfood chain is allegedly in the pipeline of making all-day breakfast available in its 94 branches within San Diego.
Easterbrook revealed major changes ahead in Mc Donald's marketing and operational plans. In an earnings call meeting the previous week, he said, "There will be further moves on menu simplification coming up now, because we have a number of tests in place."
"When you're as big as McDonald's, it's like stopping a train," he shared. "You have to slow it down before you can stop."
Meanwhile, a franchisee echoed his frustration over McDonald's head office's decision to always modify the restaurant chain's menu. According to Yahoo! Finance, a franchisee replied to a Janney Capital Markets survey, by posting this message online, "They say they are going to simplify the menu and then add the Sirloin Burger and new ingredients."
"They are continually forcing new products on the owners to try and drive sales, but the new products continue to slow service and frustrate managers and crew in the restaurants," the franchisee added.
