The company said Wednesday that it will "move away" from its Signature Crafted Recipes line – which includes items such as a mushroom and Swiss cheese burger and one with bacon, cheddar and fried onions – on its national menu to focus on the quarter pounder. McDonald said it made the decision based on customer feedback.
Over the past few months, the company has introduced new versions of its classic Quarter Pounder to its national menu: One with bacon and a deluxe version of salad and tomato. Both are cooked with fresh steak.
"With more and more fresh vouchers for their core sandwiches, it was probably the next natural step for them to phase out and prioritize Quarter Pounder," Morningstar analyst R.J. Hottovy said. Restaurants that "have focused around reducing the number of products to improve the speed of service and order accuracy" tend to have more success, he noted.
McDonalds has actually paired their offers.
"We will simplify what is served after midnight so that customers can get the most popular favorites," said Andrea Abate, McDonald's spokesman at that time.
McDonald wants to reduce the "complexity" of menus and store operations, said CFO Kevin Ozan analysts at a conference last month. He added that the company's new supplements – all day breakfast, fresh beef and premium sandwiches – have "made a little slower run through the ages."
Meanwhile, the company is expanding its breakfast menu – an important meal for fast food chains. In October, the company launched its first new breakfast sandwich in five years. In February, McDonald's also introduced Donut Sticks, which are only available at breakfast time. The company serves other breakfast items throughout the day.
Hottovy believes that McDonald's will continue to innovate around its core products, including Quarter Pounder.
– CNN Business & Nathaniel Meyersohn contributed to this report.
