While some companies might look to add new options for consumers to raise profits, McDonald’s is going the opposite direction. The fast food chain, which is facing increased competition, plans to cut its incredibly large menu.
During an investor meeting on Wednesday, the company said it plans on dropping eight items in an effort to speed up service at U.S. locations, reports NBC News. In addition five of the 16 extra value meals will be dropped.
However, this doesn’t mean the company isn’t going to try other ways of getting hungry customers to drive up to the golden arches. USA Today reports that the company will add a “Create Your Taste” offer, which will allow customers to customize their burger and chicken sandwich.
Four locations in Southern California are already offering “Create Your Taste” and the test will expand to Illinois, Pennsylvania, Georgia, Missouri and Wisconsin. By next year, it will be in 2,000 U.S. locations.
While this will add time, younger consumers have shown that they are willing to wait for completely customized and fresh meals. That’s part of the reason why McDonald’s has lost customers to locations like Chipotle, Five Guys and Panera.
The only issue McDonald’s really has to figure out is a way to keep the price down for the customizable options. A customized burger with a drink and fries will cost $8.29, which is much more than the $5 value meals.
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