Here's why McDonald's is abandoning its fine hamburgers

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The company announced on Wednesday that it would "move away" from its Signature recipe range, which includes a Swiss mushroom and cheese burger and another with bacon, cheddar and fried onions, on its menu. national to focus on his Quarter Pounder. McDonald's said it made its decision based on customer feedback.

In recent months, the company has added new versions of its classic Quarter Pounder to its national menu: one with bacon and a deluxe version with lettuce and tomato. Both are prepared with fresh beef.

"With the proliferation of fresh beef offerings for their basic sandwiches, it was probably the next natural step to phase out them and give priority to the Quarter Pounder," said Morningstar analyst, RJ Hottovy said. Restaurants that "focused on reducing the number of products to improve the speed of service and order accuracy" are generally more successful, he noted.

McDonald's has indeed reduced its offers.

McDonald's is moving away from its Signature Crafted Recipes burgers line.
Recently, McDonalds (MCD) announced its intention to reduce its late-night menu: starting April 30, Artisan Grilled Chicken Sandwiches, Crispy Buttermilk Chicken Sandwiches, Crispy Buttermilk Tenderloin, Fish-O-Fish and Salads Superior quality will no longer be available from midnight to five business. The artisanal recipes were also on this list. Other late-night menu options, including Big Macs, Quarter Pounders and McNuggets, will still be available.

"We will simplify what is served after midnight so that customers can get the most popular favorites," said Andrea Abate, a spokeswoman for McDonald's at the time.

McDonald's wants to reduce the "complexity" of menus and store operations, chief financial officer Kevin Ozan told analysts at a conference held last month. He added that the company's new additions – all-day breakfast, fresh beef and high-end sandwiches – have "created a bit of slowing down in driving."

At the same time, the company is expanding its breakfast menu – an important meal for fast food chains. In October, the company added its first new sandwich to breakfast in five years. In February, McDonald's also introduced Donut Sticks, available only during breakfast hours. The company serves other breakfast items all day.

Hottovy believes that McDonald's will continue to innovate around its core products, including the Quarter Pounder.

– Nathaniel Meyersohn from CNN Business contributed to this report.

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