McDonald's Corp said it would remove costlier, premium burgers from its men...
- McDonald’s Corp said it would remove costlier, premium burgers from its menus in favor of its more popular Quarter Pounders, shifting its focus to simpler and quickly-served burgers.
The burger chain added the Signature Crafted burgers to its menu two years ago to keep up with competition from Wendy’s and Shake Shack, which serve more premium burgers using fresh ingredients.These premium beef, grilled or crispy chicken burgers came with condiments like pico guacamole, sweet BBQ bacon or maple bacon dijon, compared with the Quarter Pounders, which are beef patties served with ketchup, pickles and onions.
“It probably has more to do about the process of cooking the burger in McDonald’s than it does what the consumer is saying about the food,” said Howard Penney, a managing director at Hedgeye Risk Management. “It makes it easier for the people running the stores and operating the stores ... simple is good,” Penney said.
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