McDonald's Is Ditching Its Premium Burgers To Speed Up Food Delivery

McDonald’s has announced it would remove premium burgers from its menus in favour of its more popular Quarter Pounders, in an attempt to focus on simpler and quickly-served burgers.

The company said Wednesday that it will "move away" from its Signature Crafted Recipes line on its national menu to focus on its Quarter Pounder. According to McDonald's, the move is in response to customer feedback and it will focus on enhancing its line of Quarter Pounders.

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The fast-food giant has recently introduced new versions of its classic Quarter Pounder to its national menu—one with bacon, and a deluxe version with lettuce and tomato, prepared with fresh beef.

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"With more and more fresh beef offerings for their core sandwiches, it was probably the next natural step for them to phase those out and put the priority on the Quarter Pounder," Morningstar analyst R.J. Hottovy said. Restaurants that "have focused around reducing the number of products to improve speed of service and order accuracy" tend to have more success, he added.

Recently, McDonald's shared its plan to shorten its late-night menu. Starting April 30, Artisan Grilled Chicken Sandwiches, Buttermilk Crispy Chicken Sandwiches, Buttermilk Crispy Tenders, Filet-O-Fish and premium salads will not be available from midnight to 5 a.m., according to the company. Signature Crafted Recipes were also on that list. Other late-night menu items, including Big Macs, Quarter Pounders and McNuggets, will still be available.

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"We'll be simplifying what's served after midnight so customers can get the most popular favorites," said Andrea Abate, spokesperson for McDonald's, at the time. According to CFO Kevin Ozan, McDonald's wants to reduce the "complexity" of menus and store operations. He added that the company's new additions — all day breakfast, fresh beef and premium sandwiches — have "created a little bit slower drive-thru times."

The company is also expanding its breakfast menu, according to CNN. In October, it added its first new breakfast sandwich in five years and in February, it also introduced Donut Sticks, which are only available during breakfast hours. The company serves other breakfast items all day.

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