Think of the last time you went to McDonald’s. Did you have any luck deciphering its ridiculously cluttered menu?
If not, you’re not alone. Because of declining profits, the brand is cutting back on some of its more esoteric menu items (shout out to the one guy who actually orders the Bacon Habanero Ranch Quarter Pounder). Apparently having so many menu options was actually hurting the overall quality of the food served. The kitchen just couldn’t quite keep up with the demand for things like the BLT Premium Chicken Sandwich, multiple snack wraps and four Big Mac varieties in addition to the standard menu items.
McDonald’s will be trimming its menu even further in January. According to USA Today, the chain will be axing at least eight items as well as reducing the number of Extra Value Meals from 16 to 11.
The good (or bad, depending on your cholesterol level) news is that hopefully these changes will make placing an order even easier — no more panicking and winding up with value fries and a milkshake because you couldn’t decide what burger to order. More exciting is the possibility that clearing superfluous menu items could then lead to more room for innovation in the future.
And speaking of innovation, even as it slims down its menu, McDonald’s is also rolling out a new experience that will be in 2,000 stores by the end of 2015: the Create Your Taste customizable burger menu. It will be interesting to see what stunts the fast-food giant will pull if its sales decline even further. Add more healthy options, perhaps?
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