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In early 2017, burger juggernaut McDonald&rsquo;s rolled out a Signature item menu line which included &ldquo;Pico Guacamole, Sweet BBQ Bacon and Maple Bacon Dijon sandwiches, available with either beef or grilled or crispy chicken,&rdquo; according to an article in <a href="https://www.qsrmagazine.com/fast-food/mcdonalds-slice-signature-crafted-line?utm_campaign=20190418&amp%3Butm_medium=email&amp%3Butm_source=jolt&utm_source=1851franchise.com&utm_medium=article&utm_campaign=convenience-over-craft-mcdonalds-swaps-out-its-signature-menu-items-for-more-standardized-fare-2709740" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">QSR</a>, that is &ldquo;now being phased out in favor of convenience and speed, which simply garner more promise than customization these days,&rdquo; according to the article.

&ldquo;This past quarter, U.S. traffic fell 2.2 percent compared to a 1 percent uptick in the prior-year period,&rdquo; the article said. According to the article, McDonald&rsquo;s executives attribute much of the traffic lag to &ldquo;an operations slowdown&rdquo; that was &ldquo;the consequence of adding complexity into the menu, like fresh beef, Signature Crafted items, all-day breakfast, and more.&rdquo; The article also said, &ldquo;While that balance was previously worth the trade-off, convenience has shifted priorities for McDonald&rsquo;s.&rdquo;

The modern-day consumer is changing the way the restaurant industry does business at all levels, and &ldquo;the rise of digital pathways and off-premises business lends credence to a changing consumer,&rdquo; the article said. Interestingly, in response to a more sophisticated consumer, McDonald&rsquo;s has recently implemented changes that &nbsp;appear to go the other way: &ldquo;Removing complexity is clearly a key goal in 2019 for the brand, as evident <a href="https://www.qsrmagazine.com/news/simplifies-menu-after-midnight?utm_source=1851franchise.com&utm_medium=article&utm_campaign=convenience-over-craft-mcdonalds-swaps-out-its-signature-menu-items-for-more-standardized-fare-2709740" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">by McDonald&rsquo;s recent decision to significantly slice the size of its overnight menu</a>,&rdquo; the article said.

As quick-service franchishors&nbsp;navigate the waters of a changing restaurant landscape, they must decide if they&rsquo;ll compete through customization, craftsmanship or convenience. It seems that, at least for now, McDonald&rsquo;s has cast its vote for the latter.

Read the full article <a href="https://www.qsrmagazine.com/fast-food/mcdonalds-slice-signature-crafted-line?utm_campaign=20190418&amp%3Butm_medium=email&amp%3Butm_source=jolt&utm_source=1851franchise.com&utm_medium=article&utm_campaign=convenience-over-craft-mcdonalds-swaps-out-its-signature-menu-items-for-more-standardized-fare-2709740" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">here</a>.

<div>Image Source: McDonald&#39;s</div>

Convenience over Craft: McDonald's Swaps Out Its Signature Menu Items for More Standardized Fare

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The popular burger chain plans to manage order complexity in the hopes of reducing speed-to-market time and boosting sales.

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Convenience over Craft: McDonald's Swaps Out Its Signature Menu Items for More Standardized Fare

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