McDonald’s is changing things up. And no, I don’t mean that the Arch Deluxe is coming back—in fact, they’re getting rid of its idea entirely.
The fast-food chain took a step back to listen to what their customers are saying in an effort to appease both them and the franchise community. The result: McDonald’s decided to scratch their entire line of Signature Crafted Recipes, which launched just two years ago. The food line featured “artisanal” ingredients that, ultimately, no one really asked for.
“Our customers have said they love our fresh beef,” the company said in a brief statement released earlier this month. “Based on [consumer] feedback, we’ll move away from the Signature Crafted Recipes line on our national menu.” In other words, McDonald’s is getting back to basics and offering their classic products with updated ingredients. The company also announced that they are doing away with several of their late-night offerings.
Honestly, we applaud the McDonald’s leadership team. They tried something new, it didn’t work well, so they’re evolving again. More brands could benefit from being this humble and adapting to change, instead of fighting it.