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REUTERS: McDonald's Corp. has announced that it would remove the most expensive premium burgers from its menus to the benefit of its more popular Quarter Pounders, now focusing on simpler and quickly served burgers.
The hamburger chain has added Signature Crafted burgers to its menu two years ago to face competition from Wendy's and Shake Shack, who serve more quality burgers with fresh ingredients.
However, hamburger preparation took a long time, which slowed down the service lines at the wheel and in the stores.
These premium beef, grilled chicken or crispy burgers are accompanied by condiments such as pico guacamole, bacon sweetened bacon or bacon maple diagono, compared to Quarter Pounders, beef patties served with ketchup , pickles and onions.
The company said its new Luxury and Bacon Quarter Pounders had received good feedback and would continue to focus on these products.
"The removal probably has more to do with the process of cooking the burger in McDonald's than what the consumer says about food," said Howard Penney, managing director of Hedgeye Risk Management.
The major franchisees also did not initially adhere to the idea of McDonald's most expensive burgers, aware of the cooking time required for these burgers to order.
"This makes it easier for people who run the stores and operate them … it's simple, that's fine," said Penney.
The move is seen as positive, at a time when quick service restaurants are moving away from personalization and are focusing more on the transparency of the ingredients used.
This is the second time that McDonald's is changing its menu this month, having reduced its late-night menu to keep only eight items.
Shares of the Dow component rose nearly 18% last year, outperforming the 6.7% rise in the Dow Jones Industrial Average.
(Report by Nivedita Balu in Bengaluru, edited by Saumyadeb Chakrabarty)
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